ISCER Marketing Mix: The New Holy Grail of Marketing Strategies

Abstract

This paper proposes a modern, customer-centric and generic marketing mix to address the limitations of the numerous marketing mixes proposed over the past (almost) six decades – The I.S.C.E.R. (or ISCER and pronounced IS-SIR) Marketing Mix. ISCER represents Information, Solutions, Costs, Experiences and Relationships.The ISCER model asserts that to satisfy consumers’ wants/needs and gain a competitive advantage, the marketing executive should utilize relevant and reliable Information, to provide/create effective and efficient Solutions for consumers, at Costs the consumers are willing to incur, while creating exceptional Experiences and developing meaningful long-term Relationships with all stakeholders.

Keywords: ISCER marketing mix, 4Ps Marketing Mix, marketing mix, marketing strategy, marketing, modern marketing mix, generic marketing mix.

DOI: 10.7176/JMCR/88-04

Publication date: January 31^st 2023