The marketing mix is a fundamental theoretical model that helps achieve marketing objectives by controlling key elements and presents specific characteristics depending on the industry sector and the companies’ markets. The new realities of the twenty-first century (digital transformations, sustainability orientation, socioeconomic and geopolitical changes) have led to rethinking and reconfiguring the traditional marketing mix. Chapter 11 presents the evolution of marketing mix models, the driving factors responsible for this reconfiguration, and the specificities of the marketing mix in emerging countries, focusing on the marketing practices of companies in Romania. Romania, a member of the European Union, is considered an emerging market, but one where marketing practices specific to emerging markets are blended with those typical of developed countries to overcome economic, social, and political gaps since its integration into the union.