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4fb9d08492 (See The Evolution of Marketing below.) The Evolution of Marketing (Click to Enlarge) Q. Given how marketing has evolved over the last few decades, where do you think the Four Ps model of marketing, the bedrock of marketing study, stands today? A. All of this is welcome, including the possibility of someone coming up with a radically different model for marketing planning. .. About Us Contact Copyright Statement Know Whats Next for Business in China and Beyond Publications The CKGSB Knowledge team CKGSB News & Events CKGSB Profs Discuss Changes in Chinas Financial Market at Asias Largest ForumChina Daily Hails CKGSB-Yale Partnership on Digital BrandingCKGSB Knowledge Series: Cross-Border Innovation Featuring Ambassador Gary F. I grant that brand control has moved from the company to the customers. The fault with old-fashioned mass media was that it would deliver a single message to the whole audience with only perhaps 1-2% of the audience interested in the message. I published the first edition of Marketing Management in 1967. type Status report.
Marketing provides a framework for planning and integrating the Four Ps (product, price, place and promotion) and for coming up with new marketing ideas and initiatives. And all the social media messages should be tied to the big picture brand message. Q. Yet Kotler chooses to staunchly defend the concept. With the rise of the internet and the advent of new concepts like social media, e-commerce and digital marketing, critics started questioning the relevance of the classic Four Ps model of marketing. The financial crisis of 2008 has cut deeply into peoples incomes and wealth, leading to sluggish demand and posing the question to companies as to how they can grow. All of them have succeeded in building a loyal following of enthusiastic customers who are even encouraged to help co-create the companys new offerings.