Time to kill off the four Ps?

Argues that the traditional `four P’s’ model of marketing, because it assumes that the marketer is in control of the process, is out of date now that the consumer is in control.

Time to Kill Off the Four Ps?

Chekitan S. DevCornell UniversityDon E. SchultzNorthwestern University

The four Ps framework has been the de facto methodological approach for the management of marketing activities since the middle of the 20th century. Indeed, today, it's almost impossible to find a marketing text, course, lecture, or research piece that doesn't reference, find its base in, or rely on the four Ps concept.

Interestingly, while the marketing concept presumes customers are paramount in any marketing plan, the four Ps approach ignores the primacy of customers, prospects, or even markets. Taking a four Ps...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands