ng researchers in large parts of the !
             academic world it seems to remain the marketing truth even today. Kent refers to the Four Ps of the marketing mix as "the holy quadruple...of the marketing faith...written in tablets of stone" . For an academic researcher looking for tenure and promotion, to question it has been to stick out his or her neck too far. Prospective authors of textbooks, who suggest another organization than the Four P solution for their books, are quickly corrected by most publishers. As a result, empirical studies of what the key marketing variables are, and how they are perceived and used by marketing managers, have been neglected. Moreover, structure has been vastly favoured over process considerations. In marketing education, teaching students how to use a toolbox has become the totally dominating task instead of discussing the meaning and consequences of the marketing concept and the process nature of market relationships. Marketing in practice has to a large extent been turned into managing !
             ...