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As we are swiftly moving away from traditional mass-market approaches, we are experiencing significant changes in marketing planning. The Internet and mobile technologies are forcing us to rethink how we develop products, distribute products, determine prices and plan promotions. Competition is stiff and the cycle from concept to market is shrinking.

With these changes in mind, is E.J. McCarthy's 1960 "4Ps" marketing mix model still relevant today and into the future? Support your position.

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