Characterization of the marketing mix: A systematic review of the academic literature between 1960 and 2023
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Introduction: The evolution of the marketing mix from the 1960s until 2023 has been a complex process, reflecting marketing's adaptability to business and technological changes. This systematic review addresses five key stages, from the initial configuration of the 4 Ps to the introduction of concepts such as Marketing 3.0 and 4.0, highlighting significant changes in the marketing paradigm. Methodology: The review is based on a systematic analysis of academic and professional literature related to the evolution of the marketing mix. Five key stages were identified and analyzed, highlighting alternative models such as Rousey and Morganosky's 4 Cs and Konha usner's 4Es, which challenge the traditional perspective of the 4 Ps. Results: Throughout the analyzed stages, there is a persistent focus on customer orientation and adaptability to emerging technologies. The proposal of Marketing 5.0 is emphasized, which emphasizes advanced technologies and contemporary challenges, although it is recognized that the essence of the marketing mix remains over time. Discussion and Conclusions: The review suggests a continuous need to redefine the marketing mix to address the challenges of an ever-changing industry. Future research is encouraged to further explore these changes and adapt to changing societal and technological contexts, which could provide a more comprehensive understanding of the evolution of marketing and its application in a constantly transforming world.
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