IDEAS home Printed from https://ideas.repec.org/a/vrs/poicbe/v11y2017i1p759-769n80.html
   My bibliography  Save this article

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

Author

Listed:
  • Pistol Luminita

    (Spiru Haret University, Bucharest, Romania)

  • Ţoniş Bucea-Manea Rocsana

    (Spiru Haret University, Politehnica University, Bucharest, Romania)

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.

Suggested Citation

  • Pistol Luminita & Ţoniş Bucea-Manea Rocsana, 2017. "The „7Ps”&”1G” that rule in the digital world the marketing mix," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 11(1), pages 759-769, July.
    • Handle: RePEc:vrs:poicbe:v:11:y:2017:i:1:p:759-769:n:80
    DOI: 10.1515/picbe-2017-0080
    as

    Download full text from publisher

    File URL: https://doi.org/10.1515/picbe-2017-0080
    Download Restriction: no
    File URL: https://libkey.io/10.1515/picbe-2017-0080?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Viorica Jelev, 2015. "The Future of Education into a Digital World," Journal of Economic Development, Environment and People, Alliance of Central-Eastern European Universities, vol. 4(4), pages 6-14, December.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Daliana Ecaterina Tascovici & Carolina Platon, 2017. "Theory and Practice in Teaching English Economics Vocabulary," Journal of Economic Development, Environment and People, Alliance of Central-Eastern European Universities, vol. 6(2), pages 55-62, June.
    2. repec:sph:rjedep:v:2:y:2017:i:6:p:55-62 is not listed on IDEAS

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrs:poicbe:v:11:y:2017:i:1:p:759-769:n:80. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.