Marketing mix is an old concept dating from the 1940s or before. As classically defined the mix has 4 Ps
- Price
- Promotion
- Place
- Product
Nothing wrong with that - but things have now moved on a bit. In the 1990s... the 4Cs were suggested by Lauterborn - presumably in an attempt to reflect market pull rather than technology push.
- Consumer needs met by the product or service
- Cost of ownership of the product of service
- Communications between firm and consumer
- Convenience of access to product or service
The problem with any of these is that as technologies change the terms can become less meaningful. Viral marketing for instance could be considered a communication - but given that it may not strictly be "between firm and consumer" but may involve 3rd parties and other consumers the fit is awkward.
In creating great marketing you need lots of fresh, appetizing ingredients. You have to spice up the mix so your business stands out. Easier said than done - so we've created a resource just for you. Just put your details in opposite.
