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The (4P's) and the (4C's) Marketing Mixes Origins, Literature Review, Criticism, and Suggestions for Integration

Ahmed Mustafa Maree


This research paper discusses the history of the famous concept of the original marketing mix (4P’s) and the customer marketing mix (4C’s) by exploring their origins and the academic criticism regarding them then finally proposes an integration between both of the two mixes which may help in creating a better marketing mix framework in the future.

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