From Marketing Mix to E-Marketing Mix: A Literature Overview and Classification

  title={From Marketing Mix to E-Marketing Mix: A Literature Overview and Classification},
  author={Gandolfo Dominici},
The marketing mix paradigm, in its famous version of the 4Ps, went all the way through the evolution of marketing theory: from the marketing concept, through relationship marketing, to digital economy, being object of discussion both in academic literature and managerial practice. If it is a fact that the 4Ps marketing mix is a milestone of marketing theory, it is also true that the evolution of business contexts has created, in many fields, the need to review the "controllable factors" which… 
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