The New 3P Model in Digital Marketing: Redefining the Marketing Mix for the Digital Age

Bezovski, Zlatko (2024) The New 3P Model in Digital Marketing: Redefining the Marketing Mix for the Digital Age. Asian Journal of Management, Entrepreneurship and Social Science. ISSN 2808 7399

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Abstract

The ”3P Marketing Mix" reframes the traditional, omnipresent marketing mix to address the specific demands of digital ecosystems. By redefining the conventional 4P model, this framework introduces Product, Platform, and Promotion as its core elements. Product extends beyond physical goods to encompass digital and hybrid offerings, envisioning variety of digital business models. Platform extends the "Place" element, representing digital hubs that serve multifunctional roles, such as web presence, customer engagement, distribution and operational support. Promotion incorporates traditional and digital techniques, emphasizing interactivity and data-driven personalization. This framework provides a streamlined, adaptable approach for digital marketing practitioners and a valuable tool for marketing educators, closely aligning with the real-time, customer-centric, and platform-driven nature of digital ecosystems. It offers practical and theoretical value, inviting further research and application across various digital and hybrid business models, thereby bridging traditional marketing theory with digital-specific advancements.

Item Type:	Article
Subjects:	Social Sciences > Economics and business
Divisions:	Faculty of Economics
Depositing User:	Zlatko Bezovski
Date Deposited:	07 Nov 2024 11:28
Last Modified:	07 Nov 2024 11:28
URI:	https://eprints.ugd.edu.mk/id/eprint/34965

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