Universität zu Köln

Wichmann, Julian R. K., Uppal, Abhinav ORCID: 0000-0002-3976-6703, Sharma, Amalesh and Dekimpe, Marnik G. (2022). A global perspective on the marketing mix across time and space. Int. J. Res. Mark., 39 (2). S. 502 - 522. AMSTERDAM: ELSEVIER. ISSN 1873-8001

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Abstract

The marketing mix (MM) is an integral part of a firm's marketing strategy sitting at the nexus between a company and the marketplace. As such, it evolves together with the mar-ketplace and its stakeholders. Over the past decade, three fundamental global drivers have emerged-advancements in technology, socioeconomic and geopolitical shifts, and envi-ronmental changes-that have caused major ongoing and intensifying evolutions in the marketplace, its stakeholders, and, in turn, the MM. We describe the resulting evolutions in the MM along four central questions: who is involved in the MM, what constitutes the MM, how is it implemented, and where is it deployed. We identify a blurring of roles and responsibilities relating to the MM (who), an extension and integration of the MM instru-ments (what), an increase in customization and fragmentation of its actions (how), and a growing recognition of emerging-market idiosyncrasies (where). Taking a look into the future, we observe that along each of the four dimensions, the MM has arrived at a cross-road, with opposing scenarios for its future: (i) more inter-firm collaboration versus marketing-mix protectionism, (ii) added complexity versus increased simplicity, (iii) fur-ther automation versus an increased recognition of the human touch, and (iv) local adap-tation versus global uniformity in the marketing mix. Applying a contingency approach, we derive relevant moderators for these forthcoming evolutions and provide an extensive set of future research questions.(c) 2021 The Authors. Published by Elsevier B.V. This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/).

Item Type:	Journal Article
Creators:	Creators Email ORCID ORCID Put Code Wichmann, Julian R. K. UNSPECIFIED UNSPECIFIED UNSPECIFIED Uppal, Abhinav UNSPECIFIED orcid.org/0000-0002-3976-6703 UNSPECIFIED Sharma, Amalesh UNSPECIFIED UNSPECIFIED UNSPECIFIED Dekimpe, Marnik G. UNSPECIFIED UNSPECIFIED UNSPECIFIED
URN:	urn:nbn:de:hbz:38-685138
DOI:	10.1016/j.ijresmar.2021.09.001
Journal or Publication Title:	Int. J. Res. Mark.
Volume:	39
Number:	2
Page Range:	S. 502 - 522
Date:	2022
Publisher:	ELSEVIER
Place of Publication:	AMSTERDAM
ISSN:	1873-8001
Language:	English
Faculty:	Unspecified
Divisions:	Unspecified
Subjects:	no entry
Uncontrolled Keywords:	Keywords Language USER-GENERATED CONTENT; ARTIFICIAL-INTELLIGENCE; EMERGING MARKETS; EMPIRICAL GENERALIZATIONS; PRIVATE LABELS; FIRM VALUE; PRODUCT; FUTURE; ONLINE; PRICE Multiple languages Business Multiple languages
URI:	http://kups.ub.uni-koeln.de/id/eprint/68513