Time to kill off the four Ps?

Argues that the traditional `four P’s’ model of marketing, because it assumes that the marketer is in control of the process, is out of date now that the consumer is in control.

Time to Kill Off the Four Ps?

Chekitan S. DevCornell UniversityDon E. SchultzNorthwestern University

The four Ps framework has been the de facto methodological approach for the management of marketing activities since the middle of the 20th century. Indeed,...