The decline of marketing: from four Ps to one P

Philip Kotler

Interview with Professor Philip Kottler. Why marketing activities are concentrated on promotion, rather than the other three Ps (product, price and placement).

the decline of marketing

From four Ps to one P

Judie LannonandPhilip Kotler

Judie Lannon: You describe marketing as having declined from responsibility for four Ps to responsibility for only one P promotion. Why has this happened?

Philip Kotler: The...

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