Fundamental strategi pemasaran: marketing mix 4P to 4A
Abstract
Since the introduction of the 4P concept by E. Jerome McCarthy in 1960, research in the field of marketing mix has undergone a dramatic change. The 4P concept, consisting of Product, Price, Place, and Promotion, was initially the main framework for marketing strategies in many companies. However, along with the development of the global market and changes in consumer behavior, this approach has undergone significant evolution. Over time, this concept has become more complex to adapt to market dynamics and increasingly diverse consumer needs. This article reviews the evolutionary journey of the marketing mix from the basic concept of 4P to more complex models such as 12 elements, 7P, 8P, 15P, 4E, and 4A. By reviewing various literature and case studies, this article provides an in-depth understanding of how each model is applied in marketing practice and its contribution to business strategy
Downloads
Copyright (c) 2023 Daud Daud, sarmiati sarmiati
This work is licensed under a Creative Commons Attribution 4.0 International License.
Lisensi Creative Commons Atribusi 4.0 Internasional
The author who published his manuscript in the Al Mujaddid Humaniora Journal (JALHu) agrees to the following conditions:
The copyright in each article belongs to the author, and the author acknowledges that JALHu has the right as the party that publishes for the first time with a license: Creative Commons Attribution 4.0 International License. This license permits anyone to copy and redistribute this material in any form or format, modify, modify, and make derivative works of this material for any purpose, including commercial purposes, so long as they credit the author of the original work. Authors can also enter writing separately, arrange non-exclusive distribution of manuscripts that have been published in this journal into other versions (for example: sent to the author's institutional repository, publication in a book, etc.), by acknowledging that the manuscript has been published for the first time in the Journal of Al Mujaddid Humaniora (JALHu).
