A New Perspective on Marketing Mix Elements in the Context of International Consumers

Abstract

Most marketing practitioners recognise the marketing mix as an important tool in marketing planning, implementation and strategy development. The marketing mix elements (4Ps) proposed by McCarthy in 1964 have changed over the years under the influence of various variables, and marketing researchers have proposed new mix elements in this context. The aim of this study is to examine the marketing mix in the context of consumer behaviour in global markets in the light of globalisation, pandemics, financial crises and technological developments, and to present new elements through academic articles and research in the year 2000 and beyond. In addition, this study shows that the elements of the marketing mix are intertwined and cannot be separated, and aims to reflect this situation with the recommendations given under each P heading. The findings of the study emphasise the need to consider the 3Ps of problem (crisis), people and digital marketing in addition to the traditional 4Ps when taking into account the existing literature and changes.