..., applying cluster analysis and subsequent focus groups. Marketing mix (4Ps) interventions, designed through protective behavioral strategies, were developed and examined with each cluster. Findings Results show that 83% of participants never or rarely consider the connection between alcohol consumption...

...Paul Blaise Issock Issock; Mercy Mpinganjira; Mornay Roberts-Lombard Purpose This study aims to provide empirical evidence and a different perspective on the relevance of the traditional marketing mix in social marketing programmes. This is a response to the ongoing debate about...

...Ville Lahtinen; Timo Dietrich; Sharyn Rundle-Thiele Purpose The marketing mix has been extensively criticised by scholars and practitioners, which has led marketing scholars to redefine the original 4P concept, expand the 4Ps with additional Ps and develop new concepts to replace the marketing mix...