eCite Digital Repository
Thana-marketing strategy: Exploring the 8Ps that dare not speak their name
Citation
Wickham, MD, Thana-marketing strategy: Exploring the 8Ps that dare not speak their name, International Journal of Business Strategy, 9, (1) pp. 194-201. ISSN 1553-9563 (2009) [Refereed Article]
![]() | PDF 60Kb |
Copyright Statement
Copyright © 2009 IABE.
Official URL: http://www.iabe.org/domains/iabe/journal.aspx?jour...
Abstract
The Extended MM has evolved to become one of the fundamental concepts underpinning marketing
theory and strategy development. The ability to conceptualise and integrate the ‘8Ps of marketing’
into a coherent Extended Marketing Mix (MM) strategy demands the firm to answer a number of
important questions regarding their target consumers and how the firm is placed to systematically
satisfy their needs and wants over time. Whilst the majority of the literature exploring the role of the
Extended MM has focused on optimising customer value propositions, there remains evidence of
systematic Thana-marketing strategies in the commercial world; strategies that have the specific intent
of covertly diminishing target customer value in favour of maximising a firm’s return on investment.
This paper seeks to explore the Thana-Marketing Mix, which is defined here as the systematic, covert,
and (initially) profitable maltreatment of target customers through the use of misleading and deceptive
marketing practises. This paper proposes an alternative Thana-marketing mix to explain how firms can
potentially ‘lose their focus’ on maximising customer value propositions, and/or to help firms and
private citizens recognise the danger signs associated with its systematic implementation.
Item Details
Item Type: | Refereed Article |
---|---|
Keywords: | Marketing Mix, Marketing Strategy, De-marketing, Thana-marketing, |
Research Division: | Commerce, Management, Tourism and Services |
Research Group: | Marketing |
Research Field: | Marketing management (incl. strategy and customer relations) |
Objective Division: | Economic Framework |
Objective Group: | Management and productivity |
Objective Field: | Marketing |
UTAS Author: | Wickham, MD (Dr Mark Wickham) |
ID Code: | 57627 |
Year Published: | 2009 |
Deposited By: | Management |
Deposited On: | 2009-08-03 |
Last Modified: | 2014-11-10 |
Downloads: | 708 View Download Statistics |
Repository Staff Only: item control page