So you think you’re a marketer? Prove it
Mats GeorgsonA marketer who limits themselves to just one of the 4Ps is not much of a marketer at all. What are you going to do to change that? Introducing 3P marketing.
Reclaiming the 4Ps
The road to innovation is paved with abandoned products – don’t let yours be one of them
Dr Kirsten VictoryWith so many new product launches failing to exist even just one year later, brands must ensure they have clear strategic intent when bringing new lines to market.
What marketers are doing to ensure ‘place’ is part of their remit
Matthew ValentineAs new channels emerge the opportunities for brands multiplies, but with control over place diminishing, what can marketers do to reclaim influence over this often forgotten P?
Five pricing principles marketers can use to foster greater consumer happiness
Helen EdwardsCustomers are becoming increasingly savvy about pricing tactics, but there are ways for marketers to avoid resentment. However, they come with a catch.
‘Great minds don’t think alike’: Brands on navigating design agency relationships
Matthew ValentineIf marketers are to reclaim their influence over the product in the 4Ps, how do they get the best out of their relationships with design agencies?
Should marketers be in the product development ‘driving seat’?
Matthew ValentineA cornerstone of the 4Ps, has product fallen out of marketing’s control or does the level of influence depend on the scale of the brand?
Marketers, give the 4Ps a chance
Gareth TurnerFar from being an outdated concept, the 4Ps are a fundamental tool for modern marketers and if you want to turbocharge your activity – combine them.
‘It only works if it all works’: Marketers on ‘reclaiming’ the 4Ps
Molly InnesIs now the time for marketers to grab hold of the 4Ps? Or is discussion of reclaiming price, product, place and promotion simply “navel gazing”?
Pricing: Marketers on the business case for behavioural science
Charlotte RogersRather than opting for blanket promotions and slashing prices, marketers are advised to tap into the power of behavioural science.
‘Patience is a virtue’: Brands on how to negotiate B2B pricing decisions
Matthew ValentinePatience, open communication and human contact are crucial when navigating price changes in the B2B world, particularly in the current climate.
Les Binet: Optimising price is the first frontier in the fight against inflation
Charlotte RogersThe effectiveness expert warns marketers to stop “neglecting” price and start thinking like economists.