<abstract xmlns="http://www.w3.org/1999/xhtml"><p>Recently, digital marketing mix is developing very interesting new features, because of the market dynamics, IT fast development, and globalization phenomena. The old paradigm still base on 4Ps model (product, price, promotion, and place). This research develops a theoretical framework specifically for marketing mix. Starting from a literature review regarding the 4 Ps in marketing and studying the new generation (Z) features, it can be drawn new directions on digital marketing mix, such us people, process, perseverance (other 3P). In the same time the environmental changes urge us to develop and implement new strategies in marketing as to get sustainable eco-innovation. Thus the green marketing (1G) is an important factor in the marketing mix, in raising the awareness on new politics and good practices for protecting the environment. The article brings a new paradigm for marketing mix: 7P+1G, and validate the model by unit root test. A forecast, regarding green marketing, is made with the What-If analysis.</p></abstract>

Recently, digital marketing mix is developing very interesting new features, because of the market dynamics, IT fast development, and globalization phenomena. The old paradigm still base on 4Ps model (product, price, promotion, and place). This research develops a theoretical framework specifically for marketing mix. Starting from a literature review regarding the 4 Ps in marketing and studying the new generation (Z) features, it can be drawn new directions on digital marketing mix, such us people, process, perseverance (other 3P). In the same time the environmental changes urge us to develop and implement new strategies in marketing as to get sustainable eco-innovation. Thus the green marketing (1G) is an important factor in the marketing mix, in raising the awareness on new politics and good practices for protecting the environment. The article brings a new paradigm for marketing mix: 7P+1G, and validate the model by unit root test. A forecast, regarding green marketing, is made with the What-If analysis.

The „7Ps”&amp;”1G” that rule in the digital world the marketing mix

Spiru Haret University, Politehnica University

Proceedings of the International Conference on Business Excellence

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

The „7Ps”&”1G” that rule in the digital world the marketing mix

Recently, digital marketing mix is developing very interesting new features, because of the market dynamics, IT fast development, and globalization phenomena....

The „7Ps”&”1G” that rule in the digital world the marketing mix

Publicado en línea: 26 ago 2017

Páginas: 759 - 769

DOI: https://doi.org/10.1515/picbe-2017-0080

Palabras clave
marketing mix, 7P (product, price, promotion, place, people, process, perseverance) +1G (green marketing), cloud computing

© 2017 Luminita Pistol et al., published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

The „7Ps”&”1G” that rule in the digital world the marketing mix

Publicado en línea: 26 ago 2017

Páginas: 759 - 769

DOI: https://doi.org/10.1515/picbe-2017-0080

Palabras clavemarketing mix, 7P (product, price, promotion, place, people, process, perseverance) +1G (green marketing), cloud computing

© 2017 Luminita Pistol et al., published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Palabras clave
marketing mix, 7P (product, price, promotion, place, people, process, perseverance) +1G (green marketing), cloud computing