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SEO Ganghoon
Department Hiroshima shudo University The Faculty of Commercial Sciences Position Professor |
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| Language | English |
| Publication Date | 2024/09 |
| Type | Articles |
| Title | Marketing Mix in a Digital, Green and Volatile Era |
| Contribution Type | Single-Authored Publication |
| Journal | Papers of the Research Society of Commerce and Economics |
| Journal Type | Japan |
| Publisher | 広島修道大学商経学会 [編] |
| Author and coauthor | Gang-Hoon Seo |
| Details | 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. |