Author(s): Kejsi Sulaj*, Waldemar Pfoertsch
The marketing landscape has significantly evolved, especially in the digital age. Traditional marketing, based on the 4Ps (product, price, promotion, and place), has adapted to a more interactive, networked, and customer-driven marketplace. In 2016, Professor Waldemar Pfoertsch introduced the Marketing Mix: 5E model, building on previous concepts. The 5Es encompass exchanging knowledge, expanding channels, enhancing value, evolving solutions, and engaging the brand. This model targets businesses aiming to create value and meet customer needs digitally. Today, competitive relevance demands embracing new technologies, from websites to advanced communication tools. The 5E model promotes a customer-centric approach, integrating internal activities with marketing strategies. However, its effectiveness lacks extensive empirical evidence. This literature review traces the marketing mix's evolution, from Neil Borden's "mixer of ingredients" in 1949 to E. Jerome McCarthy's 4Ps in 1964. Subsequent adaptations, like additional Ps, Cs, SIVA, and SAVE, mirror market changes and new customer dynamics. The 21st century challenged the 4Ps with concepts suited to evolving technologies and business landscapes. The distinction between inbound and outbound marketing has reshaped understanding, with the 5E Marketing Mix reflecting this shift by focusing on knowledge exchange, channel extension, value expansion, solution evolution, and brand engagement. This study examines how this framework can effectively create value and meet customer needs, noting the need for empirical evidence to validate these marketing models in today's dynamic business environment.