The Developed Concept of Service Marketing Mix : A Literature Survey

The objective of this article is to acquire the comparison of service marketing mix [SMM] concept gap and to develop a comprehensive model in identifying SMM. Market strategy and marketing mix strategy are expected to influence customer value creating/customer satisfaction which eventually give positive influence to marketing perfomance. STP in this issue is chosen because of the disagreement among marketing experts. One critisism about 4P frame is having the diffrence between the philosophy behind marketing mix and the fundamental from management school of marketing. The aproach used in this article is journal reviews which contains the concepts from the creation of marketing mix concept , elaborates concept gaps and compains, and eventually it is expected to givea model of designing SMM concept, which will give academical contrubution in developing the concept that can be practically implemented in the businees world.The latest concept used as the main reference in this article is about SMM which basically focusing on the dimentional development of SMM from 4P and 8P [producer] and 8c [customer].

The Developed Concept of Service Marketing Mix : A

Literature Survey

*Dian Utami Sutiksno, **Aldina Shiratina

ABSTRACT

The objective of this article is to acquire the comparison of service marketing mix [SMM] concept gap and to develop a comprehensive model in identifying SMM Market strategy and marketing mix strategy are expected to influence customer value creating/customer satisfaction which eventually give positive influence to marketing perfomance STP in this issue is chosen because of the disagreement among marketing experts One critisism about 4P frame is having the diffrence between the philosophy behind marketing mix and the fundamental from management school of marketing The aproach used in this article is journal reviews which contains the concepts from the creation of marketing mix concept , elaborates concept gaps and compains, and eventually it is expected to givea model of designing SMM concept, which will give academical contrubution in developing the concept that can be practically implemented in the businees world.The latest concept used as the main reference in this article is about SMM which basically focusing on the dimentional development of SMM from 4P and 8P [producer] and 8c [customer]

Keywords:market strategy, STP, marketing mix strategy, marketing strategy,

customer value, marketing performance, service marketing mix

1.Introduction

The environmental situation in business/non-business organisation comes through a relatively rapid transformation so that marketing environment [external] could not easily be responded by the resources [internal] This situation affects the company’s position in competition which influences potential advantage in reaching marketing perfomance.The condition demands for aproaching charger in marketing into two

processes : creating,communicating and delivering value to customer and managing

customer relationship (Soedijati et al, 2011) These processes are directed in such a

way so that the company could create superior marketing performance Practically, this is not easy to be done because each business/non-business organisation has their own characteristic

For market base company, all components involved in the company should have market orientation Not only the marketing staffs has the responsibility to create the

best marketing strategy, but also the other staffs involved in the organisation need to have market orientation Marketing mix strategy has to be applied in market positioning strategy so that the company can have access to market It is how the company decides customer value proportion from marketing mix made it possible to create superior customer value

Nevertheless,there are still some disagreement among marketing experts.Some critisism about 4P frame is that the root of difference between the philosophy behind marketing mix and the fundament of management school of marketing It should be based on identification of customer needs and wants, typical external and therefore uncontrollable factors (Constantinides, 2006).The short term versus the long term from marketing mix,and the discussion regarding marketing mix, for instance:theoretical base of marketing mix, practical application from marketing mix concept and pedagogicial function of marketing mix.This different opinion marks the theoritical gaps among marketing experts,especially about the basic concept /dimension in SMM concept

This article compiled according to a main article compiled by Bellmunt et al (2005), Constantinides (2006), Borden (1964), Silverman (1995), Shaw et al (2005), Watershoot et al (1992), Morrison et al (2004), Hermans (2009), Zethaml et al (1985), Bartels (1951) Other supporting journals from Rudd et al (2008), Al-Share et

al (2011), Gajic (2012), Newman et al (2009), Al Muala et al (2012), Sarker et al (2012), Alipour et al (2011), Dhiman et al (2009), Fu Ho et al(2008), Soedijati et al (2011), Ivi (2008),and other related journals,also other relevant resources.The purpose of this article is to examine the gap / comparison of SMM developed concept and to develop a simple yet comprehensive model which can be used for the development of SMM concept

2.literature review

The concept of SMM is used alternately some SMM concepts are often defined as strategy,some other defined as tools/variable/function in marketing strategy which definitely have strong connection to market strategy Therefore, in this article we describe some terms connected to SMM and explain some of the marketing mix different concepts according to several writers Neil Burden is famous for his concept

of marketing mix,which was popularized from a scientific conference Inspired by James Cullington’s professor who gave the term of ‘mixer of ingredients’,Borden’s initial concept was12 dimensions of marketing mix,which consists of:product, planning, pricing, branding, channel of distribution, personal selling, advertising, promotion, packaging, display, servicing, physical handling, fact finding and analysis The 4Ps term became popular because of Mc Carthly ,who elaborated marketing mix dimensions into 4 dimensions,which are:product mix,place mix,promotion mix,price mix SMM itself is created from marketing mix for goods product.As the gap could not be represented by 4Ps dimensions, Booms and Bitner created a SMM concept

known as 7Ps which consists of product, price, place, promotion, participants,

physical evidence, process Broden’s definition includes several internal variables,

or manufacturer’s inggredients, and several external variables which respectively combined to invent the perfect mix which will give profits from available resources This definition is considered to be extensive and useful for every sector ,consequently it develops object list which is easy to remember and to apply Early

version of marketing mix suggested by Frey is differentiating 2 groups of variables:

offering and equipment, which reflect the object of the trade and the facilitating action

The most common used definition is from McCarthy, which minimizing object list into

4 variables: product, price, place, and promotion For almost 25 years there has been a perfect mix between marketing mix concept and 4Ps Kelley and Lazer suggested it in 3 groups: product and service mix (similar to Frey’s, defining customer’s perceptions and company offerings), distribution mix (in physical distribution and agent activity) and communication mix (including 2 way information flow) The latest 4Ps clasification shows a model from 4 elements: product mix, distribution mix, sale mix and communication mix Kottler suggested a separated marketing mix model His purpose is to calculate ‘generic’ group applied to all exchange situation He used generic marketing function to trade as the center of the classification Therefore, the configuration, symbolism, facility, and assessment agree with the product, communication, distribution, and price Eventually, Boom and Bitner suggested a model which expands the 4Ps to service, known as 7Ps (participants, process and physical evidence)

Criticism based on the theoretical base of the Marketing Mix

The theoretical and practical gaps in marketing is based on a confusing essence: the reduction of marketing concept for design, implementation and control of simplified marketing mix Although it is a dominant marketing paradigm, the concept of marketing mix is frequently criticized From theoretical point of view, those critisism bases are: hypersimplification of Borden’s original concept never explains the characteristics of classification, and its marketing concept is less cohesive Building

the idea from this controversion, Bruner and Waterschoot made their contribution

(see scheme 2.3) Bruner II suggested the 4Cs: : consept, cost, channel dan

communication The characteristic of this model is that the variables are overlapping,

not exclusive to each other Waterschoot thought that marketing function as

suggested by Kotler is the appropriate property to classify marketing mix, which only

has one function (exhaustivity dan exclusivity) This classification overcomes three

weaknesses from 4Ps scheme according to Waterschoot: the criteria of the

classification is especified, exhaustive, and exclusive

Silverman (1995) and Constantinides (2006) studied the marketing mix concept development through Historical Context review and Development of The Marketing Mix Construct from 1911-1960 and 1981-2001 (see table 2.1a and table 2.1b) from both tables, we can see compare the dimension of marketing mix Table 2.1b

explains the history of marketing mix concept for service product according to each writers between 1981-2001 Unfortunately, we could not find the missing concept of marketing mix between 1960-1980 Thus, each table can represent the comparison

of marketing mix concept development Table 2.1a explains about the concept of marketing mix for goods product (Borden, 1964) Meanwhile, table 2.1b explains about the concept of marketing mix for service product (Booms & Bitner, 1981)

Started with marketing mix definition (service) from Dennis Rudd et al (2008), Jonathan Ivy (2008), Both have different dimension from Booms&Bitner (1981), Meanwhile Lamb et al in Satria (2008), Anil Kumar Dhiman et al (2009) about service marketing mix, Elisabeth.K.S, et al (2011), Mehrdad Alipour et al (2011) about marketing mix and the connection to marketing strategy, Palmer (2004) in Su Mei Lin (2011), Hitesh Bhasin (2011) about service marketing mix, Priya Johnson (2012) marketing mix as a strategy,are similar to/are adopting service maketing mix dimensionfrom Booms&Bitner (1981) Stephen Newman et al (2009) had it from customer driven (according to Kotler 2003&Lauterborn 1990), also Moh R Doroodgar, et al (2012) had it from customer driven and company driven with reference to Kotler 2003&Mc Carthy 1964)

Definition study also includes the definition of service maketing mix and the definition ofstrategy, considering that this article is about service marketing mix.We thought that we there are lack of journals explicitly using the term of service marketing

mix,but implicitly the term of strategy and service are already included in the concept

itself Yet, it is needed to enrich the term/definition in business dictionary

From what has been mentioned before, we can conclude that there are some

definition gaps and dimensional gaps from service marketing mix between

1981-2001 Some writers from 2000s until now are still adopting the opinion fromBooms&Bitner (1981), which stated that although there are some criticism about

essential weakness from service marketing mix, Booms&Bitner’s concept are strong

and frequently adopted by many researchers According to some studies, we try to

make a definition about service marketing mix which is a combination of service,

tools or marketing key elements which can be controled by the company or organisation to get the marketing target

From the definition study, it can be said that many experts agreed that the marketing

mix concept contains 3 factors (Bellmunt, 2005):

1 WHAT (set variables that the organization can control),

2 WHO (the marketing manager), and

3 HOW (by combining then in a marketing programme)

Table 2.1a

Historical Context and Development of The Marketing Mix Construct (1911-1960)

Source: Silverman (1995:27)

Butler (1911) Defined marketing as everything the promoter of a product has to do prior to his actual use

of salesmen and advertising

Shaw (1916) Defined the agencies of demand creation as ‘middlemen’ (i.e distribution), ‘direct

salesmen’, and ‘advertising’ Defined organization of demand creation as ‘analysis of the

market’ (i.e markt research), and ‘price policies’

Converse (1930) Clearly defined the major elements of marketing in firm (product, pricing, distribution,

advertising and selling) Emphasized the critical need to coordinate all aspects of the

organization to meet customer nees better than competitors Cullington (1948) Described the role of the marketing administrator asa’mixer of ingredients’ Specified ‘order

getting ingredients’ –communications, channels, product performance, pricing, etc Specified the process for ‘putting order-getting ingredients together’—planning &

controlling organizational systems & people, studying competitors, adjusting to organizational norms, checking results, etc

Borden (1953) Coined the phrase marketing mix to define elements of a marketing program (product

planning, pricing, branding, channels of distribution, personal selling, advertising, promotion, packaging, display, servicing, physical handling, and fact finding) & forces

affecting the program ((consumer attitudes&methods, competition&governmental

controls)

Frey (1956) Defined the componens of the marketing mix as (1) the offer, & (2) methods&tools Frey

highlighted the effiency which results from a properly designed marketing mix

Howard (1957) Suggested that the marketing manager uses product, channels, price, advertising,

personal selling, and location to ‘fit’ the company with the constraints of he environment

(e.g, marketing law, competition, demand, non-marketing costs, structure of

distribution)

Borden (1958) Clarified that the elements of marketing mix are the means for conforming & adjusting to

the dynamics of the market forces Also introduced the notion of ‘push’ & ‘pull’ roles for

the marketing mix Kenyon(1958) Identified the marketing mix as the means for achieving a given marketing objective The

integration of activities formed an’essential’ part of the mixing process integraton of business&marketing activities ensures all areas contribute to business success Apparently the first to suggest the noton of synergy due to the marketing mix

Oxenfeldt(1958) Offered a more specific description of how the marketing mix is used by manufacturers to

push product to distributors&pull product through retailers

Kelley&Lazer

(1958)

Introduced a systems perspective to the marketing mix Suggested that the intracton among

three elements (goods&services mix, distribution mix, & communcationsss mix) is the

most important aspect of developing optimal returns & profits

Mc Carthy (1960) Codified the notion of the marketing mix as the four P’s: product, price, place,

promotion Built upon Frey (1956) & Keller&Lazer (1958) to develop ‘THE’marketing mx

Table 2.1b

Historical Context and Development of The Marketing Mix Construct (1981-2001)

Source : Constantinides (2006:418-420)

Booms andBitner 1981 Recognising the special character of the services as products, they demonstrated

theimportance of Environmental factors(PhysicalEvidence) influencing the quality

perception.They included the Participants (personnel and customers) and the Process ofservice delivery as the additional MarketingMix factors

Cowell 1984 Three aspects justifying the revision of theoriginal Marketing mix framework:- the

original mix was developed formanufacturing companies- empirical evidence

suggesting that marketing practitioners in the service sector find the marketing

mix not being inclusive enoughfor their needs Brunner 1989 The 4P Marketing mix elements must be extended to include more factors affecting

theservices marketing thus becoming mixesthemselves Ruston and

Carson 1989

The unique characteristics of the services –intangibility, inseparability, perishability and variability – make the control of the marketingprocess, using the

generalised tools ofmarketing, inadequate Fryar 1991 Segmentation and differentiation is the basis of successful positioning of services

Furthermorethe personal relationship with the customerand the quality of the service

are importantelements of the services Marketing

Heuvel 1993 Interaction between the one delivering theservice and the customer is very important

andhas direct effect on the service quality andquality perception The Product element can

be better demonstrated as having two components, the primary and secondary

service elements as well as the process

Doyle 1994 While recognising that the content of the 4Ps inthe service sector is somehow

different from that of the tangibles he does accept the 4Ps asthe elements of the

services marketing mix Heidentifies special difficulties in Promotion andPlace

preferring to replace them by the termsCommunication and Distribution

Melewar,

Saunders

2000

The Corporate Visual Identity System (CVIS) isthe basis of the corporate

differentiation andthe core of the company’s visual identity

English 2000 The traditional Marketing has never been an effective tool for health services

marketing

Grove et al.,

2000

Services Marketing can be compared to atheatrical production How the service

isperformed is as important as what isperformed Critical factor is therefore

thecustomer experience The traditionalMarketing Mix does not adequately capture the special circumstances that are presentwhen marketing a service product Beckwith

2001

Marketing services in a changing worldrequires focusing on increasing the customer satisfaction and rejecting old productparadigms and marketing fallacies

Silverman (1995) and Constantinides (2006) studied the marketing mix concept development through Historical Context review and Development of The Marketing Mix Construct from 1911-1960 and 1981-2001 (see table 2.1a and table 2.1b) from both tables, we can see compare the dimension of marketing mix Table 2.1b explains the history of marketing mix concept for service product according to each writers between 1981-2001

Unfortunately, we could not find the missing concept of marketing mix between 1960-1980 Thus, each table can represent the comparison of marketing mix concept development Table 2.1a explains about the concept of marketing mix for goods product (Borden, 1964).Meanwhile, table 2.1b explains about the concept of marketing mix for service product (Booms & Bitner, 1981) Started with marketing mix definition (service) from Dennis Rudd et al (2008), Jonathan Ivy (2008), Both have different dimension from Booms&Bitner (1981), Meanwhile Lamb et al in Satria (2008), Anil Kumar Dhiman et al (2009) about service marketing mix, Elisabeth K S

et al ( 2011), Mehrdad Alipour et al (2011) about marketing mix and the connection

to marketing strategy, Palmer (2004) in Su Mei Lin (2011), Hitesh Bhasin (2011) about service marketing mix, Priya Johnson (2012) marketing mix as a strategy,are similar to/are adopting service maketing mix dimensionfrom Booms&Bitner (1981) Stephen Newman et al (2009) had it from customer driven (according to Kotler 2003

& Lauterborn 1990), also Moh R Doroodgar et al (2012) had it from customer driven and company driven with reference to Kotler 2003&Mc Carthy (1964)

3 Result/Analysis

To get the access into the market, a company has to define marketing mix strategy into market positioning strategy The company should determine customer value

proposition from marketing mix so it is possible to achieve superior customer value

To gain an adequate picture of service marketing mix concept, some researches has

been done by marketing researchers, one of them is Jelena Gajic who saw the

importance of marketing mix in the implementation of marketing strategy on higher

education based on the model developed by Zeithaml, et al (2006) The facts from

the combination of instrumental characteristics in a complex process is proved by most of international researches From a series of empirical studies, done at Singidunum Belgrade University in 2008 and 2009 to a group of university students (504 from the first year and 305 from the second year), we get the information about marketing application, the importance of certain marketing instrument and strategic concept

Stephen Newman & Khosro Jahdi (2009), literature study about marketing mix in

education Analysing the reason behind and the effect of marketization on education

to institutional marketing.Looking at marketing mix from customer’s orientation with its 7C of Customer solution (product),Convenience (place), Customer cost (price),

Communication (promotion), Calibre/champion (people), Capabilities (process) and Charisma/collateral (physical evidence) On the other hand, Hsuan-Fu Ho and

Chia-Chi Hung (2008), studying the formula of marketing mix on higher education (living,

learning, reputation, economy and strategy) The main variables are : living, learning, reputation, economy, strategy Using AHP method (Analytic Hierarchy Process),Cluster Analysis method and Correspondence Analysis Survey at 14

Universities in Taiwan The result is highlighting the effectiveness and the application

from an integrated AHP model, CA and Correspondence Analysis to the development of marketing mix on higher education Jonathan Ivy (2008) also did the same study with the main variables of premium, prominence, promotion, price,

programme, prospectus, and people.TheSurvey method is done to university

students in South Africa.The research about the application of marketing mix at Universities in South Africa

Elisabeth Koes Soedijati & Sri Astuti Pratminingsih (2011), analyzing the effect of

marketing mixto student’s choice according to the theory from Kotler&Fox(1995)

Denis Rudd & Richard Mills (2008), were studying the expansion of marketing

principals to sell through marketing mix approach to 115 universities/colleges Some

models in Rudd et al journal (2008), model 1 about traditional mix 4Ps reffers to William Pride’s concept, model 2 about marketing mix application on sporting

industry, reffers to Bernard Mullin, model 3 used in his research on higher education, and model 4 about recruitment cycle accoeding to Hayes (2002) His result was that

college/university has to understand the 3 basic of marketing, which marketing is

very important, has to be consistent and continuous and marketingcan not treat all problems If college/university could not provide the needs from the students for a reasonable value, marketing can only do small things to increase student population

Mehrdad Alipour&Elham Darabi (2011), the used method is based on goals and

nature Descriptive-surveyin data compilation in hypothetical test statistical

population because the purpose of this research is to reassure the part and function

ofservice marketing mix and its effect on marketing It covers all technical service

and technical service consultation from a car manufacturer in Iran

The result is: generally,service marketing mixdo not have the same effect on

marketing auditat a engineeringservice company and every factor based on different

condition has different effect from the other Beside that, FriedmanTespriorities have

been specified according to marketing mixelements and product, peopleand physical

assetson high ranks Price, process management, promotion andplace are on the

next ranks The implementation research of marketing mix concept on tourism

industry (Mula et al 2012 and Sarker et al 2012) is using the similar main variables,

which areproduct, place, promotion, price, people/personnel, process and physical

evidence We can also find different main variables from service industry with different characteristic They all go back to the concept of 5 category on service mix

(pure tangible good, tangible good with accompanying services, hybrid, major

service with accompanying minor goods and services, and pure service) So it depends on ‘augmented/core’ Edo Rajh et al (2009), researching about The Effect

Of Marketing Mix Elements On Service Brand Equity, survey method using 532 respondents university students about 3 service categories (fast food restaurant, banks and retail outlets) =10 brands are selected The result of marketing mix elementsresearch sangat berpengaruh bagi service barand equity and suggest for

adding the element of marketing mix for the next research Su-Mei Lin (2011:10634-10644), her research about marketing mix 7P and performance assestment, with

survey method to western fast food industry in Taiwan Adopting Palmer’s Model

(2004)

‘school of thought’ analysis

In this section, we try to combine the school of thoughts about service marketing mix

concept based on previously discussed concepts With the dicipline of status quoteritis approach, marketing mix is reviewed according to the publication which reffering to 5 sub-diciplines of traditional and modern marketing management:

Consumer Marketing, Services Marketing, Industrial Marketing, Retail Marketing, Relationship Marketing, Network Marketing/Online Marketing (e-Marketing), It is

necessary to make a comprehensive conclusion and assesment about the problem from the begining of the concept We can see briefly from table 3.1 above:

Table 3.1

‘school of thought’ analysis

Authors

Latar belakang bidang ilmu keahlian

Model penelitian/teori yang dikembangkan

Peneliti lain yang mengadopsi model penelitian/teori

Perubahan atau perkembangan konsep saat ini

The Marketing Mix & The Consumer’s Marketing

Ohmae (1982)

dalam

Constantinides

(2006::414=41

5)

public speaker and management consultant

No strategic elements are to

be found in the marketing mix The marketing strategy

is defined by three factors

Kotler 1984, Robins 1991, Vignalli &

Davies 1994, Doyle 1994, Bennet 1997, Yudelson 1999, Schultz 2001

Start from 3C (customers, competitors, corporation)=Ohmae; , ke end-customer controls the market, network systems should define the orientation of anew marketing, and new marketing mix must

be based on the marketing triad (marketer, employee

& customer)=Schultz

The Marketing Mix & The Relationship Marketing

Lauterborm

(1990) dalam

Constantinides

(2006::416-417)

Professor of Advertising in the School of Journalism and Mass Communicati

on at University of North Carolina at Chapel Hill

The 4PsMarketing Mix is productoriented, The successful marketing plan must place the customer in The centre of the marketing Planning

Rozenberg Czepiel 1992, Gronroos 1994, Gummesson199

4, 1997, Goldsmith 1999, Patterson &

Ward 2000, Healy et al 2001

Start from Four Cs replace the 4Ps, indicating the customer orientation

- Customer needs

- Convenience

- Cost (customer’s)

- Communication Became The Relationship Marketingaddresses the elements of Marketing Management identified by the Marketing Relationship trilogy:

- Relationships

- Neo-Relationship Marketing

- Networks

The Marketing Mix & The Services Marketing

Booms &

Bitner (1981)

dalam

Constantinides

(2006::418-420)

Marketing Recognising the special

character of the services as products, they demonstrated the

importance of Environmental factors (Physical

Evidence) influencing the quality perception

They included the Participants (personnel and customers) and the Process of service delivery as the additional Marketing Mix factors

Cowel 1984, Brunner 1989, Ruston&Carson

1989, Fryar

1991, Heuvel

1993, Doyle

1994, Melewar Saunders 2000, English 2000, Grove et al

2000, Beckwith

2001

Start from The Services Marketing Mix includes next to the

4Ps three more P’s:

- Participants

- Physical Evidence

- Process Became Four keys

of modern (services) marketing

- Price

- Brand

- Packaging

- Relationships Marketing Mix & The Retail Marketing

Ster van der

(1993) dalam

Constantinides

(2006::422-423)

own business

as Technical Maritime Consultant at

“Towingline”

The retail format is the focus

of retail marketing, the basis of merchant

differentiation and the element that

attracts potential customers

in the retail outlet

The Marketing Mix for retailers is

divided into two groups of factors the

logistical and commercial ones

Boekema et al

1995, Rousey, Morgansky

1996, Mulhern

1997, Wang et

al 2000, Kotler

2003

Start from The Retailing Marketing Mix:

Logistics Concept:

- Place Mix

- Physical Distribution Mix

- Personnel Mix

Commercial Concept

- Product Mix

- Presentation Mix

- Price Mix

- Promotion Mix Became Retailer’s marketing Decisions:

- Target Market

- Product assortment and Procurement

- Services and Store Atmosphere

- Price Decision

- Promotion decision

- Place Decision

The Marketing Mix & The Industrial Marketing

Turnbull,

Ford &

Cunningham

(1996) dalam

Constantinides

(2006::424)

Marketing/Bu siness

Peter Turnbull , (Professor at UMIST, Manchester, UK), David Ford , (University of Bath, UK),

Malcolm Cunningham , (Professor at UMIST, Manchester, UK)

More than 20 years of research by the International Marketing and Purchasing

Group (IMP) indicate that success in

Business to Business Marketing is based

on the degree and the quality of the

interdependence between firms

Davis, Brush

1997, Parasuraman

1998, Andersen, Narus 1999

Start from Competitive advantage of firms engaged in B2B marketing will depend on:

- Interaction with Customers

- Interaction Strategies

- Organisation Evolution

- Improvements in Customer Portfolios

- Inter-organisational –

Personal Contacts

- Network Mobilisation Became Value-based

positioning orients and updates each of the four Ps

The Marketing Mix & E-Marketing

Peattie (1997)

dalam

Constantinides

(2006::427-429)

Ken Peattie , (Professor of Marketing and Strategy, Director of BRASS, Cardiff Business School, University of Wales College of Cardiff, Cardiff, UK)

The new communication and interaction capabilities will change everything around marketing in many industries, yet the basic marketing concept will

remain unchanged New role for

the 4P’s of the Marketing Mix

Aldridge 1997, Mosley 1997, Evans et al

1999, Chaffey et

al 2000, Lawrence et al

2000, Kambil et

al 2000, O’Connor et al

1997, Bhatt et al

2001, Schultz

2001, Allen et al

2001, Constantinides

2002

Start from:

- Product: co-design and

production

- Price: more transparency

- Place: direct contacts with customers

- Promotion: more control of

the customer, interaction became The 4S model offers

a comprehensive, integral approach

on managing the online presence:

- Scope: Strategic issues

- Site: Operational issues

- Synergy:

Organisational issues

- System:

Technological issues

The explanation about ‘school of thought’ started from a brief history studied by

Bartels (1951:4), about the people who contributed their thoughts for the

development concept about marketing (through teaching or writing) It was started