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Direct & Digital Marketing
Pages 12 (3012 words)
“Modern marketing now juggles two competing philosophies. The first is the transaction approach epitomised by the ‘Four Ps’ of marketing: product, price, place and promotion. The second approach is known as relationship marketing, which emphasises building relationships with customers over time…” (Tapp, A.
Gronroos (1994) has criticized the tenets of the Four Ps of marketing which according to him is a weak perspective altogether that has several negative implications on various critical aspects of marketing such as research and application, the limitations of traditional marketing approaches such as the Four Ps of marketing have also been recognized by Bitner (1991) who like Vargo & Lusch (2004) believes that conventional marketing concepts such as the Four Ps of marketing have contributed towards limiting the scope of marketing by asserting that decisions related to a product can be described in merely four dimensions. Owing to the limitations of traditional marketing concepts as identified by Gronroos (1994), Hutton (1996) presents a need to include public relations and politics in as relatively newer dimensions of the Four Ps. ...
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