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...