Let’s start from the end, remembering that by marketing mix we mean the set of tools necessary for the planning and implementation of a specific marketing plan. Now that we understand this concept, we can explore the 4Ps , i.e. the four fundamental pillars of the marketing mix :
The marketing mix is successful, and therefore the business reaches the objectives set by the marketing project to which it refers, when the 4Ps are perfectly calibrate with each other . This axiom was originally propose by Philip Kotler in 1960 and has remained substantially unchanged for decades.
Recently, in order to further improve marketing strategies both in terms of accuracy and redemption potential (and in this case our two P’s are completely random), marketers have added three further guidelines on which to plan actions. We have therefore moved from the “simple” 4Ps of the marketing mix to the new, and more precise, 7Ps .
The 7Ps of the marketing mix respond to the increasingly changing conditions of a market that has never been so fast, especially because it is now intrinsically connected to technology and the evolution of communications. The latter, in particular, now allow you to target your users of interest in ways that, in terms of accuracy and richness of details , are completely incomparable to what marketers “of the past” have ever known.
In addition to the aforementioned product, price, point of sale and promotion , the 7Ps of the marketing mix provide for the inclusion of further discriminating parameters in the creation of effective strategies.
Let’s find out together:
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