(A Proposed Marketing Mix Framework: Examining the Integration of the Company Marketing Mix (4P’s) & the Customer Marketing Mix (4C’s

Abstract

Abstract The current study examines the integration between the 4P’s marketing mix and the 4C’s marketing mix, proposing four new frameworks for new elements depending on that integration. The study proposing three frameworks for future research and examined one framework. The study of that framework used a sample of 49 marketing personnel from the biggest Fast moving consumer goods (FMCG’s) organizations operating in Egypt with three different scenarios to reach an observation of 147 to gain insights about how “Product” and “Consumer needs” can be integrated and what is the link between them and provide a practical framework as a new trial for the development of the marketing mix theory.