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The One P Of Marketing

Blog

The One P Of Marketing

4 July, 2024

In 1960, Edmund Jerome McCarthy, a marketing professor and author, proposed the concept of the 4 Ps marketing mix in his book Basic Marketing: A Managerial Approach.

The book drew from Neil H. Borden‘s academic work, which, in turn, was drawn from his Harvard colleague, James Culliton, with ideas around the ‘marketing mix’ – a phrase still widely used today.

Of course, this was 1960, and product, price, place, and promotion encompassed a strong philosophy in a world less connected than it would become. After much academic discussion, Booms and Bitner proposed a revised model in 1980, adding three more Ps – process, people, and physical evidence – to the mix. This adaptation, made well before the digital age, remains incredibly relevant today, demonstrating the adaptability of marketing strategies to modern business practices.

It’s a good grounding. But working mainly with service businesses, as I do, companies built around sales and ‘real-world’ customer interactions, there is a P from the list that stands out head and shoulders above the rest, one that should consume the most focus.

People.

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