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This paper aims to introduce an integrated and comprehensive paradigm for the marketing mix that can increase the shareholders value in modem organizations. The methodology used in this paper is desk-based methodology in which a critical examination on relevant literature concerning the marketing mix is comprehensively carried out to achieve the paper’s objectives. A significant body of marketing literature has revealed that the 4Ps of the marketing mix model have come under criticism by many marketing scholars. Consequently, it is argued that the traditional marketing mix must be extended and go beyond the 4Ps elements in order to formulate a marketing strategy in modem businesses. The most important conclusion to come out of this paper is that there is a lot of criticism forwarded by marketing authors to the traditional marketing mix paradigm, however, this criticism seems to be relatively fragmented and lacks a comprehensive approach to organise it. Consequently, this paper has developed a typology for the criticism of the traditional marketing mix paradigm. This typology has suggested three schools of thought, which are; first, the traditional marketing mix paradigm school of thought. Second, the relationship marketing school of thought. Third, the integrated marketing approach school of thought. An important conclusion is that the traditional marketing mix elements, 4Ps, are still valid to maximize shareholders value if they are considered carefully with the other strategic parts of the marketing strategy e.g., market segmentation, targeting and positioning. Furthermore, the traditional marketing mix should be integrated with the other competing paradigms in order to have a comprehensive framework for the marketing strategy for both goods and services. The rationale behind this conclusion is that these competing paradigms, which succeeded, were not replacements, but they were enlargements and enrichments of the preceding efforts to overcome their shortcomings to enhance building up the marketing theory for different businesses. If such integration happens this would maximize an organization’s shareholders value in contemporary businesses. Therefore, a theoretical model has been developed to empirically test it in future research endeavours. This would be a very fruitful area of research for future research. \
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