The Four Ps of Marketing

Posted: September 12, 2016 by Robert Craven

Life was simple in the old days. There were four Ps of marketing (Product, Place, Promotion and Price) and everything made sense.

As more and more marketing ‘gurus’ (or snake-oil salesmen) tried to cash in on simple, catchy theories, the Ps extended to some eleven. I thought I’d try and figure them out and I am glad to say that I have just rewritten marketing as we know it today with my new model, The 19 Ps of Marketing, coming out in the new year.

 

1.    Product

2.    Place

3.    Promotion

4.    Price

5.    People

6.    PR

7.    Packaging

8.    Position

9.    Profit

10.  Passion

11.  Placement

12.  Process

13.  Personalisation

14.  Participation

15.  Peer-to-peer

16.  Persistence

17.  Productivity

18.  Prediction

19.  Partnership

 

And what is my point aside from the attractiveness of alliteration?

Well, it is easy to create some half-baked theory to sell a dubious book or consultancy services. That’s for sure.

My point is that it seems relatively easy to create a system. Yet so often the system seems to have been created around words that start with P rather than the reality of what actually works.

Before you buy your next book, please check that the system is grounded in reality and the real world and hasn’t simply been designed to sell itself.