The 4P Classification of the Marketing Mix Revisited
评估了McCarthy的4P分类法，指出其促销定义负面、分类不互斥且不穷尽，并基于Hunt标准提出了改进分类。
McCarthy's 4P classification of the marketing mix instruments has received wide acceptance in past decades. In recent years, however, increasing criticism has been voiced, among other reasons because of its inherent negative definition of sales promotion and its lack of mutual exclusiveness and collective exhaustiveness. The authors evaluate the 4P classification against the criteria proposed by Hunt and present an improved classification.