2A Digital Transformation of Marketing Mix: From 4Ps to 4Ss

The digitalization agenda of recent years underlines the need for a transformation in the marketing mix to meet revolutionary changes in consumer decision journey and expectations. In this vein, this study-in-progress proposes a new marketing mix model using the lens of digital transformation and its impact on the market actors.


Melike Demirbag-Kaplan and Lena Cavusoglu (2019) ,"2A Digital Transformation of Marketing Mix: From 4Ps to 4Ss", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 988-988.


Melike Demirbag-Kaplan, HWTK (Internationale Hochschule für Wirtschaft, Technik und Kultur) Berlin, Germany
Lena Cavusoglu, Portland State University, USA


NA - Advances in Consumer Research Volume 47 | 2019

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