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The marketing mix paradigm, in its famous version of the 4 Ps, went all the way through the evolution of marketing theory being object of discussion both in academic literature and managerial practice. Though it's a fact that the 4 Ps marketing mix is a milestone of marketing theory, it is also true that the evolution of business contexts has created the need to review the "controllable factors" which form the marketing mix. The digital business represents the more recent of the businessdoi:10.5539/ijbm.v4n9p17 fatcat:k7arswobjze7jlnqqkwgjrvosm