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Do you want to know? Marketing mix repackaged in a 5P framework

According to the American Marketing Association, marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Investopedia defines it as follows: marketing refers to activities undertaken by a company to promote the buying or selling of a product or service, it includes advertising, selling, and delivering products to consumers or other businesses. The marketing mix definition is about putting the right product or combination of products in place at the right time, and at the right price. Product packaging, for example, can play a key role. In fact, the 4Ps framework has been subjected to some criticism because it is simplistic and somehow misleading [Constandinides 2006; Khan 2014]…

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