Should we apply the traditional 4p's of marketing online?

There are numerous voices claiming that the 4P’s are not applicable when working with marketing online. Revisionists claim that a new paradigm is needed to understand marketing carried out online (Schultz, 2001; Kalyanam & McIntyre, 2002). Conservative voices rather argue that angles of the new environment should be incorporated into the old framework (Peattie, 1997; Bhatt & Emdad, 2001; Allen & Fjermestad, 2001; Möller, 2006).

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