esented in the 1930s by von Stackelberg. Arne Rasmussen and Gsta Mickwitz developed what became known as parameter theory, which was a dynamic marketing mix approach linked to the product life cycle and where the parameters were integrated by means of varying market elasticities. Moreover, Mickwitz also stated that the demand side has to be connected to the supply side in a managerial marketing theory. This was done using an economic approach rather than a behavioural approach. Parameter theory was a much more developed model than the Four P version of the marketing mix notion. Unfortunately, it never received enough international attention, and eventually it was overwhelmed by the Four Ps that were much easier to comprehend and teach. Today, the key aspects of parameter theory, dynamism and an integration of consumer behaviour and managerial decision making are pointed out as important research topics . Probably Borden's original idea of a list of a large number of marketing mix ingredients that have to be reconsidered in every given situation was shortened for pedagogical reasons and because a more limited number of marketing variables seemed to fit typical situations observed in the late 1950s and in the 1960s by the initiators of the short list of four standardized Ps. These typical situations can be described as involving consumer packaged goods in a North American environment with huge mass markets, a highly competitive distribution system and very commercial mass media. However, in other markets the infrastructure is to varying degrees different and the products are only partly consumer packaged goods. Nevertheless the four Ps of the marketing mix have become the universal marketing model or even theory and an almost totally dominating paradigm for most academics, and they have had a tremendous impact on the practice of marketing as well. Is there any justification for this? The Nature of the Marketing Mix Any marketing paradigm ...
