Key Management Models, 3rd Edition

35

4Ps of marketing (Kotler)

The big picture

Philip Kotler introduced what is commonly known as the 4Ps of marketing: product, price, place and promotion. The ‘4Ps’, or the marketing mix, is a description of the strategic position of a product in the marketplace. The premise of the model is that marketing decisions generally fall into the following four controllable categories:

• Product (characteristics)
• Price
• Place (distribution)
• Promotion.

When grouped into these four categories, marketing decisions can be justified and chosen deliberately, taking into account the intended effects (Figure 35.1).

When to use it

Marketing (and sales) is ...