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A General Survey on Marketing Mix Theories

Guangxing Wei

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Abstract

By reviewing the historical development of marketing mix theories,the paper finds that they suit to different marketing environment,reflecting different marketing concepts.It is assumed that there are more strategic marketing mixes as against being less operatable.The future trend holds that marketing mix will be more flexible,which is orieted by strategic marketing in concept and building integrating marketing.

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What this paper is about

By reviewing the historical development of marketing mix theories,the paper finds that they suit to different marketing environment,reflecting different marketing concepts.It is assumed that there are more strategic marketing mixes as against being less operatable.The future trend holds that marketing mix will be more flexible,which is orieted by strategic marketing in concept and building integrating marketing.

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Available abstract

By reviewing the historical development of marketing mix theories,the paper finds that they suit to different marketing environment,reflecting different marketing concepts.It is assumed that there are more strategic marketing mixes as against being less operatable.The future trend holds that marketing mix will be more flexible,which is orieted by strategic marketing in concept and building integrating marketing.

Key concepts: Marketing mix, Marketing, Marketing management, Marketing research, Business, Marketing strategy, Return on marketing investment, Marketing science

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