ABSTRACT:- We invite scholars and practitioners across the globe to join us in this conversation that is mind-blowing. It never goes away.  Marketing mix is the fundamentals of marketing, which presently consists of 7P’s.  Over time, the mix had evolved from the 4P’s status(Product, Price, promotion, Place/Physical distribution) suggested around about by Borden(1948/9) in relation to goods marketing but first used or  formalised in McCarthy(1964). 

Later, three variables emerged (people/publics), process, physical evidence) in the context of services marketing, which were added to the mix to become 7P’s in Booms and Bitner(1981).

In fact, the 8^th P (which is Partnership) in relation marketing of strategic alliances (collaborations/joint ventures scenario, which has already been propounded in Smith (2012, 2015); Smith and Chaffey,2016,2017), but there is yet a similar theorization with respect to the internet/digital marketing(9^th P).

In an increasingly globalised, dynamic, competitive, innovative and technology based 21^st century business environment, it has now made it necessary to consider adding the 9^th Ps  mix elements, which is the Platform of the internet, in the context of global marketing. 

As well as reviewing the nascent literature, the purpose of this article is to examine if the 9^th P should be added to the mix. It also seeks to analyse the inherent implications and highlights the justifications for its inclusion or otherwise.

The article adopted a reviewing of relevant literature approach as a methodology. Drawing heavily from literature evidence, this paper uses descriptive analysis to isolate the variable 9^th mix elements.  This article re-in forces the proposition and argues for Platform be added, as well as suggesting what role the 9^thP variable would play in advancing the benefits for marketing, more broadly.

The finding revealed the addition would significantly enhance the chances of facilitating quality of marketing in this 21^st century digital age across the world more cost effectively.  More importantly, this finding highlights an important shift in paradigm with respect to the 4-9 P’s discourse.

 Key words:  Marketing mix; fundamentals of marketing; 4-7Ps and 4-9Ps; Internet Platform, Digital Marketing; Global marketing; Paradigm shift