Auge y declive del Marketing Mix

The objective of this paper is to revise and analyse a traditional concept of marketing science, the marketing mix. The paper is structured as follows: in the first part, we undertake a revision of the definition of the concept; in the second part we examine the origins and historic evolution of the marketing mix. The third part deals with the debate around the concept, from the theoretical, pedagogic and practical points of view. Finally, we reflect upon the current situation of the concept and where it may go from there. Key words: marketing mix, marketing concept, literature review, debate.