4 H’s: The Marketing Mix in the Human Spirit Era

  • Kittichok Nithisathian Stamford International University
  • Lavanchawee Sujarittanonta Stamford International University
  • Ratthanan Pongwiritthon Nobel University
  • Lin Fan CTB Management College
Keywords: Marketing Mix, Marketing 3.0, Human Spirit


This conceptual paper revisits the various variations on the 4 P’s marketing mix in marketing, carrying out a comprehensive review through its evolution to date. Constructive criticism from various literatures were incorporated to evaluate the 4 P’s applicability to the current trend towards individual pursuit of happiness. In this new marketing era, a new paradigm of human spirituality is proposed, resulting in a 4 H’s – Human Spirit, Harmony, Habit and Holistic Communication.