الفهرس 
Research Importance
The Proposed Integration Between the 4P’s and the 4C’s Marketing MixesOnly 14 pages are availabe for public view
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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.
Keywords: the 4P‟s marketing mix, the 4C‟s marketing mix, consumer research,
incremental product, breakthrough product, radical product, value based pricing, product
levels, premiumization, physical and virtual distribution, product related factors, consumer
related factors, IMC message, relationship communication, message value, interpretation