MacStravic, S. (2000). The death of the four “P”s: a premature obituary. Marketing Health Services, 20(4), 16–20. Product, price, place, and promotion are not going away. Here is a good primer on the importance of the 4 Ps.
Morgan, N. A., Whitler, K. A., Feng, H., & Chari, S. (2019). Research in marketing strategy. Journal of the Academy of Marketing Science, 47(1), 4. Marketing strategy is a construct that lies at the conceptual heart of the field of strategic marketing and is central to the practice of marketing. This article explores new ways of thinking about marketing.