Academic Research on Marketing Mix Keynote paper Frommarketing mixto relationship marketing-towards a paradigm shift in marketing, Grnroos, C. (1997). Management decision,35(4), 322-339. This paper discusses the nature and sometimes negative consequences of the dominating marketing paradigm of today, marketing mix management, and furthermore discusses how modern research into, for example, industrial marketing and services marketing as well as customer relationship economics shows that another approach to marketing is required. It also suggests relationship marketing, based on relationship building and management, as one emerging new marketing paradigm of the future. An examination of selectedmarketing mixelements and brand equity, Yoo, B., Donthu, N., & Lee, S. (2000). Journal of the academy of marketing science,28(2), 195-211. This study explores the relationships between selected marketing mix elements and the creation of brand equity. The authors propose a conceptual framework in which marketing elements are related to the dimensions of brand equity, that is, perceived quality, brand loyalty, and brand associations combined with brand awareness.   The concept of themarketing mix, Borden, N. H. (1964). Journal of advertising research,4(2), 2-7. This note tells of the evolution of the marketing mix concept. The 4P classification of themarketing mixrevisited, The 4P classification of themarketing mixrevisited In this study the authors evaluate the McCarthys 4P classification against the criteria proposed by Hunt and present an improved classification. Frommarketing mixto relationship marketing: Towards a paradigm shift in marketing, Gronroos, C. (1994). Asia-Australia Marketing Journal,2(1), 9-29. This literature discusses the nature and sometimes negative consequences of the dominating marketing paradigm of today, marketing mix management, and furthermore discusses how modern research into, for example, industrial marketing and services marketing as well as customer relationship economics shows that another approach to marketing is required.It suggests relationship marketing, based on relationship building and management, as one emerging new marketing paradigm of the future. Themarketing mixrevisited: towards the 21st century marketing, Constantinides, E. (2006).Journal of marketing management,22(3-4), 407-438. The paper assesses the current standing of the 4Ps Marketing Mix framework as the dominant marketing management paradigm and identifies market developments, environmental changes, and trends, as well as changing academic attitudes likely to affect the future of the Mix as theoretical concept and also the favourite management tool of marketing practitioners. It reviews the criticism on the 4Ps emanating from five traditional marketing areas. It also identifies several area-specific limitations and underlines the need for further research on the issue. A new higher educationmarketing mix: the 7Ps for MBA marketing, Ivy, J. (2008).International Journal of educational management,22(4), 288-299. The purpose of this paper is to present a new marketing mix based on MBA students' attitudes and opinions towards the marketing initiatives of business schools in South Africa. The 4S web-marketing mixmodel, Constantinides, E. (2002). Electronic commerce research and applications,1(1), 57-76. This paper reviews the criticism on the 4Ps Marketing Mix framework, the most popular tool of traditional marketing management, and categorizes the main objections of using the model as the foundation of physical marketing. It argues that applying the traditional approach, based on the 4Ps paradigm, is also a poor choice in the case of virtual marketing and identifies two main limitations of the framework inonline environments. The e-marketing mix: a contribution of the e-tailing wars, Kalyanam, K., & McIntyre, S. (2002).Journal of the academy of marketing science,30(4), 487-499. This article develops a single unifying and theoretically based taxonomy for e-marketing techniques: the e-marketing mix. Using the 7Ps as a genericmarketing mix: an exploratory survey of UK and European marketing academics, Rafiq, M., & Ahmed, P. K. (1995).marketing intelligence & planning,13(9), 4-15. This article contends that the numerous andad hocconceptualizations undermine the concept of the marketing mix and proposes that Booms and Bitners (1981) 7Ps mix for services be extended to other areas of marketing, following the numerous criticism on the 4Ps framework. It also shows how the 7Ps framework can be applied to consumer goods and reports the results of a survey of UK and European marketing academics which suggest that there is a high degree of dissatisfaction with 4Ps. Examining firm and environmental influences on exportmarketing mixstrategy and export performance of Australian exporters, O'Cass, A., & Julian, C. (2003). European journal of marketing,37(3/4), 366-384. This study examines the impact of specific firm characteristics, environmental characteristics and marketing mix strategy on export marketing performance. Data were gathered via a mail survey of firms engaged in exporting. The results indicate that firm characteristics and environmental characteristics impact significantly on both overall performance and marketing mix strategy adaptation by exporting firms. How brand awareness relates to market outcome, brand equity, and themarketing mix, Huang, R., & Sarigll, E. (2014). InFashion Branding and Consumer Behaviors(pp. 113-132). Springer, New York, NY. Combining survey data with real-market data, this research investigates brand awareness from three perspectives. This study examines the relation between brand awareness and market outcome and explores the relation between brand awareness and brand equity. The study also investigates the effects of marketing mix elements on brand awareness.