The 4Ps… Most marketers have heard of them at some time. It’s almost a cliché – like SWOT and PESTEL, we all know them and some of us teach/train them…
Many students (and even lecturers/trainers) attribute the 4Ps to Philip Kotler or some other modern-day Guru of marketing, but in fact the credit goes to E. Jerome McCarthy; in 1960 he coined the term The Marketing Mix comprising: Product, Price, Place and Promotion
Professor Kotler has been a champion of the 4Ps in his numerous influential marketing books. In 1981, Booms and Bitner proposed a model of 7 Ps, adding Process, People […]