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From 4P's to 4 E's – How to Avoid the Risk of Unbalancing the Marketing Mix in Today Hotel Businesses

Author

Listed:
  • Gheorghe EPURAN

    (Transilvania University of Brasov, Romania)

  • Ioana Simona IVASCIUC

    (Transilvania University of Brasov, Romania)

  • Adrian MICU

    (Dunarea de Jos University of Galati, Romania)

Abstract

No-one would doubt that hotel business owners are operating in dynamic and challenging times. The frameworks strategic marketers once used are also evolving embracing some of the changes in today’s technology and environment. Recently, Chairman and CEO of Ogilvy One Worldwide, Brian Fetherstonhaugh, advocated the replacement of the traditional marketing mix – known as the “4 P’s” with a modern day version – the “4 E’s”. Acknowledging these changes, the new mix elements should be integrated into marketing plans for more comprehensive and appropriate strategy development which can contribute to diminish the risks in hotels contemporary economy. Some innovative travel programs will be presented to better illustrate this issue.

Suggested Citation

  • Gheorghe EPURAN & Ioana Simona IVASCIUC & Adrian MICU, 2015. "From 4P's to 4 E's – How to Avoid the Risk of Unbalancing the Marketing Mix in Today Hotel Businesses," Economics and Applied Informatics, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, issue 2, pages 77-85.
    • Handle: RePEc:ddj:fseeai:y:2015:i:2:p:77-85
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    References listed on IDEAS

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    1. Mangold, W. Glynn & Smith, Katherine Taken, 2012. "Selling to Millennials with online reviews," Business Horizons, Elsevier, vol. 55(2), pages 141-153.
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    Cited by:

    1. Peter Konhäusner, 2021. "Crowdsourcing in Sustainable Retail—A Theoretical Framework of Success Criteria," JRFM, MDPI, vol. 14(2), pages 1-21, February.
    2. Peter Konhäusner & Bing Shang & Dan-Cristian Dabija, 2021. "Application of the 4Es in Online Crowdfunding Platforms: A Comparative Perspective of Germany and China," JRFM, MDPI, vol. 14(2), pages 1-19, January.
    3. Evita Vitsentzatou & Giannis T. Tsoulfas & Athanassios N. Mihiotis, 2022. "The Digital Transformation of the Marketing Mix in the Food and Beverage Service Supply Chain: A Grey DEMATEL Approach," Sustainability, MDPI, vol. 14(22), pages 1-30, November.

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