The impact of changes in the variables of the modern marketing mix on the performance of commercial enterprises: an empirical analysis extending to the 8Ps

Abstract

This study extends the initial analysis of the marketing mix – which was limited to the 4Ps: Product, Price, Place and Promotion – to a modern 8P model. The four additional dimensions are People, Processes, Physical Evidence and Productivity/Quality. Based on a sample of 180 firms and the parameters provided in the reference document, a coherent analytical extension is proposed to examine the simultaneous variation of the eight levers. The 8P model explains 68.1 per cent of the variance in commercial performance, compared with 58.9 per cent for the initial 4P model, representing an explanatory gain of 9.2 R² points. The highest relative effects relate to Product (β = 0.262), Promotion (β = 0.246), Productivity/quality (β = 0.244) and People (β = 0.198). These results suggest that performance no longer depends solely on the offering and its communication, but also on the quality of the experience, operational execution and the company’s ability to deliver consistent value.

Keywords: modern marketing mix, 8Ps, commercial performance, customer experience, productivity, linear regression, commercial enterprises.

Received Date: June 19, 2026

Accepted Date: July 10, 2026

Published Date: August 01, 2026

Available Online at: https://www.ijsrisjournal.com/index.php/ojsfiles/article/view/946