OgilvyOne Viewpoint #11 - The 4Ps are out, the 4Es are in

Brian Fetherstonhaugh

Brian Fetherstonhaugh writes that the Four Ps of Marketing, Product, Place, Price and Promotion were conceived in 1960.

OgilvyOne Viewpoint #11 - The 4Ps are out, the 4Es are in

Brian Fetherstonhaugh

If there has ever been a time for change in marketing, this is it.

MANY OF US GREW UP with the Four Ps of Marketing: Product, Place, Price and Promotion. Do you know when the Four Ps of Marketing were invented? In 1960, by Jerome McCarthy. They were made leading-edge by Philip Kotler in his book Principles of Marketing in 1967.

The Four Ps thrived in a different world. It was a wonderful fantasy world. Marketers were king. Product differences lasted. Big, obedient audiences...

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