<p>The purpose of this thesis is to describe and analyze the process of creating of the marketing mix model as well as to investigate whether the participation can be a possible new concept for this model. The empirical material is based on eight interviews conducted on Gotland with the companies that have contributed with their views on the issue. The respondents were selected due to their background in the professional marketing field. The method is qualitative and is based on semi-structured interviews. The conclusions of the research demonstrate that the concept participation could be ranked as the most important concept in comparison to the four concepts of the marketing mix model. The authors consider the most interesting suggestion for the future studies to be the investigating whether the concept Participation can be considered to be the fifth P in the traditional marketing mix model.</p>

The purpose of this thesis is to describe and analyze the process of creating of the marketing mix model as well as to investigate whether the participation can be a possible new concept for this model. The empirical material is based on eight interviews conducted on Gotland with the companies that have contributed with their views on the issue. The respondents were selected due to their background in the professional marketing field. The method is qualitative and is based on semi-structured interviews. The conclusions of the research demonstrate that the concept participation could be ranked as the most important concept in comparison to the four concepts of the marketing mix model. The authors consider the most interesting suggestion for the future studies to be the investigating whether the concept Participation can be considered to be the fifth P in the traditional marketing mix model.