Theoretical Frameworks in Marketing: An In-Depth Analysis of the 4Ps in the Digital Age, Consumer Behavior Theories, and Service-Dominant Logic

Abstract

This article explores key theoretical frameworks in marketing, focusing on the evolution of the 4Ps (Product, Price, Place, Promotion) in the digital age, modern consumer behavior theories, and the Service-Dominant Logic (SDL). It discusses how digitalization has transformed traditional marketing strategies by integrating AI, big data, and social media into decision-making processes. The article also examines the shift in consumer behavior, highlighting the impact of online shopping, social proof, and cultural differences. Additionally, it critically reviews SDL, emphasizing value co-creation and customer engagement while addressing challenges in implementation. The conclusion underscores the importance of continuous adaptation in marketing strategies, considering emerging technologies like AI, blockchain, and augmented reality.