Introduction The marketing mix remains one of the most durable strategic frameworks in marketing theory, yet its real-world application has changed substantially as firms operate in digital, networked, and highly competitive environments (Booms & Bitner, 1981). What began as a managerial way to organize product, price, place, and promotion has expanded over time into broader service and digital configurations, including the 7Ps and digitally mediated channel strategies (Alhad