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Digital marketing mix is fundamentally the same as Marketing Mix, which is an adaptation of Product, Price, Place and Promotion into digital marketing aspect. [48] Digital marketing can be commonly explained as 'Achieving marketing objectives through applying digital technologies'.
McCarthy defined the 4Ps conceptual framework for marketing decision-making, which used product, price, place (or distribution), and promotion in the marketing mix. In 1960, McCarthy was the first to propose a marketing mix concept that resonated with both practitioners and academics. [15]
In marketing, promotion refers to any type of marketing communication used to inform target audiences of the relative merits of a product, service, brand or issue, persuasively. It helps marketers to create a distinctive place in customers' mind, it can be either a cognitive or emotional route.
The 4Ps refers to four broad categories of marketing decisions, namely: product, price, promotion, and place. [7] [49] The origins of the 4 Ps can be traced to the late 1940s. [50] [51] The first known mention has been attributed to a Professor of Marketing at Harvard University, James Culliton. [52]
It is also commonly called the promotional mix. Crosier (1990) states that all terms have the same meaning in the context of the 4ps: product, price, place and promotion. [1] Price can send a message to the target audience. For example, comparing a $50 bag to a $10 bag, the former may be viewed as a luxury or more durable item.
Sales Promotion is media and non-media marketing communication used for a predetermined limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include coupons, sweepstakes, contests, product samples, rebates, tie-ins, self-liquidating premiums, trade shows, trade-ins, and exhibitions.
Marketing management is focused on developing the marketing program or Marketing mix (also known as the 4Ps) and is concerned with the implementation of specific action plans designed to achieve objective, measurable targets (SMART objectives). Marketing management plans are typically prepared on an annual planning cycle, but may be prepared ...
Sports marketing is also designed to meet the needs and wants of the consumers through exchange processes. [5] These strategies follow the traditional four "P"'s of general marketing: Product, Price, Promotion and Place. Another four "P"’s are added to sports marketing, relating to the fact sports are considered to be a service.