This paper traces the journey of the marketing mix paradigm from its inception through continuous debate and discussion over the years. It traces the evolution of marketing mix components and the transformation of the marketing paradigm as society, technology, media, information and money have changed. A significant evolution of technology has changed the face of marketing. The paper uses inputs from marketing experts to trace the all-encompassing and unstoppable expansion of cyberspace that is changing every single dimension of consumers' lifestyles. The paper outlines the acceleration of the information revolution with the advent of the 'Read-Write Web' or 'Web 2.0'. Within this emergent virtual domain, corporate blogs, online communities, social networks and wikis have redefined the routine lives of individuals and changed the way people relate to information, brands, other people and even themselves. The discussion further proceeds to address three important issues facing the world of marketing today: the implications of today's technologically inspired environment for marketing in the twenty-first century, the conceptualization of a customer mix as a pre-requisite for the marketing mix and, in conclusion, finally proposes an update to the marketing mix itself. In addition to this, the paper also traces the incorporation of the concepts of relationship marketing, customer relationship management, co-creation, salesforce automation and digital marketing in current-day marketing environments.

Looks at the experiences and viewpoints of retail buyers, importers and agents in the UK market buying from Israel. Examines the success or failure of Israeli consumer goods companies exporting to the UK. Reveals that market entry and market penetration are two distinct stages, and that success or failure can be attributed to the exporters” attitude to business rather than product attributes or other marketing mix variables.

More than twenty British retailers are now proudly displaying their fascias on the other side of the Channel. Other companies certainly have the same idea in mind. What decisions have to be made before this adventurous step is taken? Which is the best country to break into, how should negotiations be conducted? Graham Jackson has undertaken some research and suggests certain guidelines for the European minded British retailer.

This research is to explore the impacts of a company's web technological development on its innovation activity and to estimate the probabilistic impact of technology on levels of innovation, which consist of marketing mix, environmental and organisational innovation. This research was implemented in North Wales, UK using a relatively small purposive sample (n = 68) of SMEs as a case study. A mixed-method analysis was employed combining phenomenology and positivism. The phenomenological aspect was implemented by analysing respondent interview texts using Content Analysis. Positivist research was applied to the survey questionnaires by applying correlation and a Logit analyses. The findings indicate an increase in company Web technological development corresponding to an increase in company innovation activity. Although, it seems consistent with the relevant literature, however, technology did not create environmental innovation but merely created new marketing-mix innovation such as product, price, promotion and process innovation. Due to the nature of the purposive sampling technique employed, this case study carries limitations. A purposive sampling technique is known as non-probabilistic sampling technique in the literature. The aim is not to randomly select samples from the SMEs population with the intention of making generalisations, but to serve as an initial empirical exploration as a case study to guide further research with a larger sample size. This study carries originality in relation to the methodology, which can be replicated with larger samples. Using 123Glob Bus Perspect (2013) 1: 488-514 DOI 10.1007/s40196-013-0023-6 actual values, the findings of Logit model can also be used to directly calculate the impact of technological levels on SMEs' innovation activity.

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