the decline of marketing
From four Ps to one P
Judie LannonandPhilip Kotler
Judie Lannon: You describe marketing as having declined from responsibility for four Ps to responsibility for only one P promotion. Why has this happened?
Philip Kotler: The work done by people in the marketing department varies with a product's stage in the life cycle. In the case of new product launches, marketing prepares a comprehensive 4P work plan: choosing the product features and benefits to emphasise, pricing the product, placing it in distribution and arranging for extensive promotion. But in the case of mature...