This essay has extensively
discussed whether the traditional marketing mix is no longer relevant for today’s
marketers. Despite the criticism pitched against the traditional marketing mix,
it is still worth the use in spite of the massive changes in the contemporary
setting. However, as against a complete introduction of another mix, I propose
an adjustment to the current 4Ps of the marketing mix. As a result, this will
allow marketers to involve unique components and practices into the modern
market without affecting the customers that are unaffected by time and the
changing nature of the market setting. Finally, it is also recommended that further research would be
needed to examine the question further, that inevitably arises in relation the
traditional marketing mix: is it no longer relevant for today’s marketers.