Paradigm shift in the Marketing Mix – 4P’s out 4E’s in

Rarely you will come across a marketing professional who is not aware of the 4P’s of Marketing. These P’s were first coined by Jerome McCarthy in 1960. But this was made famous by an American professor known as Dr. Philip Kotler in his book “Principles of Marketing”. I personally have one copy of 2009 edition and for me, it is one my favorite books in marketing.

Before I share what the new 4 E’s of marketing¬† are let me first throw some light on our traditional 4 P’s of marketing:

  1. Product : A product can be either a tangible good or an intangible service that fulfills the need of the customer.
  2. Price: The price determination will impact the profit margin, costing, supply and demand.
  3. Promotion: Sharing relevant product / service information to consumers.
  4. Place: An ideal location to sell the product that will convert potential customers to customers.

Here is an example of traditional Marketing Mix:

Traditional Marketing Mix
4 P’s of Marketing

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