A Broadening Framework of Marketing Mix from the Comprehensive Perspective

The paradigm conflict between transaction marketing and relationship marketing has negative impact on marketing practice.Although a considerable number of academic scholars criticize and attack the traditional marketing mix theory,the author finds that marketing mix still dominate the marketing practices and should be more useful.Based on new dominant logic of marketing,this paper proposes a new broadening framework of marketing mix,which integrates the perspective of relationship marketing and the practical advantage of traditional marketing mix.