The big debate: Are the ‘4Ps of marketing’ still relevant?

9 februari 2017
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The famous ‘4Ps of marketing’ are revered by some members of the profession, and scoffed at by others. Some see these fundamental tenets of classical marketing theory – referring to product, price, promotion and place – as the foundations upon which all sound marketing strategies are built. For others, they represent dusty old concepts that have failed to update to the modern, digital age.

Marketing Week was drawn to reconsider the 4Ps recently when analysing the impact of post-Brexit inflationary pressures in the UK and the role that marketers should play in setting prices. With inflation forecast to hit nearly 3% this year, marketers need to display leadership on pricing strategy and work collaboratively with other business stakeholders to offset the effects of price hikes on customers. Marketers who have bypassed more formal routes to training may lack this essential skill.

If anything, the attributes required of marketers are growing…

Bron en volledig bericht: Marketingweek

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