The 4Ps marketing mix approach was introduced over 60 years ago
4Ps Marketing Mix Approach
The 4Ps marketing mix approach was introduced over 60 years ago and was popularized by Phillip Kotler an American author, consultant, and Professor of Marketing at the Kellogg School of Management at Northwestern University. Kotler collaborated with Gerald Zaltman to publish “Social marketing: An approach to planned social change” which describes how the marketing theory influences behavior change in current customers, future customers, and the overall market (Basil, 2022). While there are many variations and approaches a company can implement when marketing products or services, it is necessary to ensure it is effective marketing.Effective marketing provides the product or service to be distributed on a broad range of areas rather than centralizing on one. This enables a company to reach a larger targeted audience and maintain focus on the true goal. The 4Ps marketing mix approach has become notorious for leading to effective marketing. Product, price, promotion, and place make up the 4Ps, arguably the most important P is Price however Promotion could be considered the P that distinguishesa company from their competitors. Additionally, promotion strongly impacts a brands equity.
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