Comparative Analysis of Marketing Models: Integrating Marketing Principles, Business Process Management, and Business Performance

Volume: 11    Issue: 3

Year of Publication: 2026

Pages: 8-17

Authors: Mi Yupar Mon, Ngu Wah Aung, Hlaing Htake Khaung Tin

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Abstract

Marketing models offer organizations structured ways of comprehending the consumer, developing strategies in the market, building value, and enhancing business performance. Nevertheless, different marketing models give more emphasis to different dimensions of marketing, and there might be some difficulties on the part of the organizations in establishing which approaches are suitable for their strategy and operations. This research seeks to come up with a comparative integrated framework with which to analyze six different marketing approaches: 4Ps Marketing Mix, 7Ps Marketing Mix, STP, AIDA, Relationship Marketing, and Digital Marketing. The research will also integrate these approaches with marketing principles and Business Process Management (BPM) in order to establish how marketing strategies can help enhance business performance. Quantitative survey will be carried out in a cross-sectional study using structured Likert-type scales to measure the implementation of marketing model, marketing principles, BPM, and business performance. Descriptive, reliability, correlation, regression, and comparative analyses will be conducted. The illustrative results from an arbitrary dataset show that Digital Marketing, Relationship Marketing, and 7Ps have the potential to exhibit relatively more significant relationships with firm performance compared to the 4Ps approach. The results also show that marketing philosophy and BPM are critical tools through which marketing theories and strategies are translated into organizational outcomes. This paper asserts that marketing approaches do not have to be viewed as competing approaches, but rather can be used complementarily to address different dimensions of markets such as market selection, value generation, communication, customer engagement, relationship development, and services delivery.Marketing models offer organizations structured ways of comprehending the consumer, developing strategies in the market, building value, and enhancing business performance. Nevertheless, different marketing models give more emphasis to different dimensions of marketing, and there might be some difficulties on the part of the organizations in establishing which approaches are suitable for their strategy and operations. This research seeks to come up with a comparative integrated framework with which to analyze six different marketing approaches: 4Ps Marketing Mix, 7Ps Marketing Mix, STP, AIDA, Relationship Marketing, and Digital Marketing. The research will also integrate these approaches with marketing principles and Business Process Management (BPM) in order to establish how marketing strategies can help enhance business performance. Quantitative survey will be carried out in a cross-sectional study using structured Likert-type scales to measure the implementation of marketing model, marketing principles, BPM, and business performance. Descriptive, reliability, correlation, regression, and comparative analyses will be conducted. The illustrative results from an arbitrary dataset show that Digital Marketing, Relationship Marketing, and 7Ps have the potential to exhibit relatively more significant relationships with firm performance compared to the 4Ps approach. The results also show that marketing philosophy and BPM are critical tools through which marketing theories and strategies are translated into organizational outcomes. This paper asserts that marketing approaches do not have to be viewed as competing approaches, but rather can be used complementarily to address different dimensions of markets such as market selection, value generation, communication, customer engagement, relationship development, and services delivery.

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Keywords

Marketing Models, Marketing Mix, 4Ps, 7Ps, STP, AIDA, Relationship Marketing, Digital Marketing, Business Process Management, Business Performance