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VOL. 11, ISSUE 12 (2025)
Literature review on marketing strategy: The 7ps framework
Authors
Shenaz Latheef Khan, Dr. Sameer Kulkarni, Dr. Bhawna Sharma
Abstract
This literature review examines the evolution, theoretical foundations,
and contemporary applications of the 7Ps marketing mix framework. Originating
as an extension of the traditional 4Ps model, the 7Ps framework—Product, Price,
Place, Promotion, People, Process, and Physical Evidence—offers a comprehensive
approach to understanding marketing strategy, particularly within
service-dominant industries. Drawing on seminal works and recent studies, this
review synthesizes academic perspectives on each element of the mix, highlights
key debates, and identifies emerging trends and research gaps.
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Pages:107-110
How to cite this article:
Shenaz Latheef Khan, Dr. Sameer Kulkarni, Dr. Bhawna Sharma "Literature review on marketing strategy: The 7ps framework". International Journal of Commerce and Management Research, Vol 11, Issue 12, 2025, Pages 107-110
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