| Summary: | 碩士 === 靜宜大學 === 企業管理研究所 === 93 === The renowned 4P marketing mix introduced by McCarty in 1964 has been widely adopted by the public; however, seldom has any empirical research has been conducted to show the compatibility between the model and the marketing practice. The purpose of this study intends to find out the viewpoints from empirical and academic aspects; furthermore, to clarify, to a certain extent, the ambiguity existing current marketing practice.
Data is collected through interviewing five types of technology-driven industry including telecommunication, information, stock market, biotechnology, and mass media. The collected data is analyzed to explain the application and effects of the marketing mix to the marketing practice.
The results of the study confirm the positive role of the tactical marketing mix in the real marketing practice. Meanwhile, it is strongly believed that it is favorable and appropriate that the traditional 4P can be extended to 7P. In addition, it is strongly agreed that the combination of product and personnel is best to boost up the management performance in tactical marketing model.
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