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Reassessing the Marketing Mix: Transitioning Towards a Customer-Centric Framework

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This critique advocates for customer-centric strategies that enhance understanding of consumer behaviour and ethical data practices.

Transitioning to a customer-centric approach improves understanding of consumer needs and modern marketing complexities.
The traditional marketing mix, or 4Ps, is increasingly inadequate for addressing today's consumer behaviour.
Empirical studies highlight the importance of hyper-personalization and ethical data practices in marketing strategies.
Adopting customer-centric frameworks is vital for sustainable growth and competitiveness in the market landscape.

Munyaradzi Mhaka (2025) studied this question.

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