ソ　カンフン   SEO Ganghoon   徐　康勲    所属   広島修道大学  商学部    職種   准教授
言語種別	英語
発行・発表の年月	2024/09
形態種別	学術論文
標題	Marketing Mix in a Digital, Green and Volatile Era
執筆形態	単著
掲載誌名	Papers of the Research Society of Commerce and Economics
掲載区分	国内
出版社・発行元	広島修道大学商経学会 [編]
著者・共著者	Gang-Hoon Seo
概要	Over many years, marketing mix theory has been instrumental in the exploration of marketing dynamics, educational frameworks, and corporate strategies. This study conducts a comprehensive review of seminal works published between 2000 and 2024 to elucidate the latest trends and key research themes pertinent to marketing mix, thereby delineating a future research agenda. The study found that recent research has focused on digital marketing mix, green marketing mix, and companies' marketing mix strategies during the COVID-19 pandemic. These research streams examined the specific contents of companies' marketing mix strategy and the impact of marketing mix on the companies' performance and consumers. Drawing from these insights, this study identifies the current limitations in extant literature, outlines future research directions, and underscores practical implications for refining companies' marketing mix strategies.