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4 H's: The Marketing Mix in the Human Spirit Era |
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| รหัสดีโอไอ | |
| Creator | Kittichok Nithisathian, Lavanchawee Sujarittanonta, Ratthanan Pongwiritthon,Lin Fan |
| Title | 4 H's: The Marketing Mix in the Human Spirit Era |
| Publisher | AJMI |
| Publication Year | 2560 |
| Journal Title | ASEAN Journal of Management & Innovation |
| Journal Vol. | 4 |
| Journal No. | 2 |
| Page no. | 21 - 30 |
| Keyword | Marketing Mix, Marketing 3.0, Human Spirit |
| ISSN | 2351 - 0307 |
| Abstract | This conceptual paper revisits the various variations on the 4 P's marketing mix in marketing, carrying out a comprehensive review through its evolution to date. Constructive criticism from various literatures were incorporated to evaluate the 4 P's applicability to the current trend towards individual pursuit of happiness. In this new marketing era, a new paradigm of human spirituality is proposed, resulting in a 4 H's Human Spirit, Harmony, Habit and Holistic Communication. |
