Julian Wichmann has published a new article in the International Journal of Research in Marketing entitled "A Global Perspective on the Marketing Mix across Time and Space". In the paper Wichmann and colleagues identifying major evolutions and likely future scenarios for the who, what, how, and where of the marketing mix. That is: 

- Who is performing the marketing mix actions and controlling the instruments?
- What constitutes the marketing mix, its actions and instruments?
- How are marketing mix actions and instruments implemented and adjusted over time?
- Where is the marketing mix deployed, globally or locally?

You can read and download the full open access paper here.