Today you need to see through all the hype of Big Data and know truly what is important and what is marketing mimics. To help solve this issue I want to put a creative twist on the traditional 4-Ps of ...

CMOs of global companies are now confronted with unparalleled challenges—and opportunities: Marketing accountability: It is no secret that CEOs are demanding greater ROI on their marketing investments ...

CMOs who want their efforts to contribute to their organization’s growth would benefit from embracing how the 4Ps can inform their strategies. This is the third in a series from Quatical’s Marc ...

Are the 4Ps still important? Has the emergence of customer-centricity supplanted them? How has digital changed the marketing and sales funnel? What's the new relationship between Marketing and Sales?

The marketing mix framework has been the preferred and dominant marketing model since it was introduced around 60 years ago. It was THE FIRST marketing model that all us marketers learnt in marketing ...

From self-consciousness over being a generalist to worries about not owning the 4Ps, some B2B marketers fear their skillset ...

There are moves afoot to bring back the 4Ps. The attempt is well meant. It stems from the belief that (quite rightly) Marketing has become too focused on Promotion and short-term sales. The idea is ...

How big should your marketing budget be? Ask a marketer this question, and she'll say you should invest the amount that works best for your situation, based on the marketing mix set out in your ...

Philip Kotler (born 1931 in Chicago, Illinois) is currently the SC Johnson Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University. He is the ...