Faith in four Ps: An alternative
- 1 January 1986
- journal article
- research article
- Published by Taylor & Francis in Journal of Marketing Management
- Vol. 2 (2) , 145-154
- https://doi.org/10.1080/0267257x.1986.9964007
Abstract
McCarthy's mnemonic of the four Ps, by offering a seductive sense of simplicity to students, teachers and practitioners of marketing, has become an article of faith. Among the consequences of this have been a lack of empirical study into what are the key marketing variables and how they are perceived and used by marketing managers, a neglect of process in favour of structure and a neglect of product range considerations. What is needed is a form of analysis developed by sociologists that would focus on the process by which managers construct their own interpretations of marketing realities and develop individual styles of management and decision‐taking.Keywords
This publication has 6 references indexed in Scilit:
- The contribution of marketing to competitive success: A literature reviewJournal of Marketing Management, 1986
- The role and function of the chief marketing executive and the marketing department: A study of medium‐sized companies in the UKJournal of Marketing Management, 1986
- Has marketing failed, or was it never really tried?1Journal of Marketing Management, 1985
- MarketingPublished by Springer Nature ,1983
- Product Policy and ManagementPublished by Springer Nature ,1976
- The Development of the Science of Marketing: An Exploratory SurveyJournal of Marketing, 1945