Marketing Mix for Next Generation Marketing

Abstract

Marketing mix has under gone a sea change in last few decades. Every stake holder involved in the marketing process looks for ‘Value’. The customer enters in the marketing process for better ‘value’ for his money through ‘Value to Customer’. The marketers would like to concentrate on the ‘valued customer’. The prime objective of any business is to sought value from the business ‘value to the marketer’. The marketer and customer would like to keep society's interest intact through ‘Value to society’. The new marketing mix model even though is at conceptual level but it certainly answers many questions of modern marketers which are not answered by traditional theories of marketing mix.