moweco Marketing Talk

Podcast Why we need now a reclaim of the marketing mix

Play Episode Pause Episode

1x

00:00 / 7:18

Amazon Spotify YouTube

RSS Feed

Share

Link

Embed

<blockquote class="wp-embedded-content" data-secret="uugYWQ550V"><a href="https://moweco.com/blog/podcast/podcast-why-we-need-now-a-reclaim-of-the-marketing-mix/">Podcast Why we need now a reclaim of the marketing mix</a></blockquote><iframe sandbox="allow-scripts" security="restricted" src="https://moweco.com/blog/podcast/podcast-why-we-need-now-a-reclaim-of-the-marketing-mix/embed/#?secret=uugYWQ550V" width="500" height="350" title="&#8220;Podcast Why we need now a reclaim of the marketing mix&#8221; &#8212; moweco Marketing Consulting" data-secret="uugYWQ550V" frameborder="0" marginwidth="0" marginheight="0" scrolling="no" class="wp-embedded-content"></iframe><script> /*! This file is auto-generated */ !function(d,l){"use strict";l.querySelector&&d.addEventListener&&"undefined"!=typeof URL&&(d.wp=d.wp||{},d.wp.receiveEmbedMessage||(d.wp.receiveEmbedMessage=function(e){var t=e.data;if((t||t.secret||t.message||t.value)&&!/[^a-zA-Z0-9]/.test(t.secret)){for(var s,r,n,a=l.querySelectorAll('iframe[data-secret="'+t.secret+'"]'),o=l.querySelectorAll('blockquote[data-secret="'+t.secret+'"]'),c=new RegExp("^https?:$","i"),i=0;i<o.length;i++)o[i].style.display="none";for(i=0;i<a.length;i++)s=a[i],e.source===s.contentWindow&&(s.removeAttribute("style"),"height"===t.message?(1e3<(r=parseInt(t.value,10))?r=1e3:~~r<200&&(r=200),s.height=r):"link"===t.message&&(r=new URL(s.getAttribute("src")),n=new URL(t.value),c.test(n.protocol))&&n.host===r.host&&l.activeElement===s&&(d.top.location.href=t.value))}},d.addEventListener("message",d.wp.receiveEmbedMessage,!1),l.addEventListener("DOMContentLoaded",function(){for(var e,t,s=l.querySelectorAll("iframe.wp-embedded-content"),r=0;r<s.length;r++)(t=(e=s[r]).getAttribute("data-secret"))||(t=Math.random().toString(36).substring(2,12),e.src+="#?secret="+t,e.setAttribute("data-secret",t)),e.contentWindow.postMessage({message:"ready",secret:t},"*")},!1)))}(window,document); //# sourceURL=https://moweco.com/wp-includes/js/wp-embed.min.js </script>

Jerry McCarthy published the 4Ps in 1960. Booms and Bitner added People, Process and Physical Evidence in 1981 for service businesses. Lauterborn rewrote the whole set as 4Cs in 1990, from the buyer’s side. Kotler himself has since floated a seven-part version. None of these authors set out to weaken marketing. Each addition made the original look incomplete, and an incomplete framework is easy to hand over piece by piece.

Here is why the original still holds. The 4Ps describe the only four decisions a business makes about a market offering. What to sell. What to charge. Where to make it available. What to say about it. Everything invented since is either a subdivision of one of the four or a rename of all four.