Rethinking the 4 P's

• Autores: Richard Ettenson, Eduardo Conrado, Jonathan Knowles
• Localización: Harvard business review, ISSN 0017-8012, Vol. 91, Nº 1, 2013, págs. 26-27
• Idioma: inglés
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• Resumen

  • The article looks at the "four Ps" framework for developing marketing strategies, product, place, price, and promotion, as of 2012. The authors say this model does not suit business-to-business (B2B) marketing well, and offer a revised framework which they name "SAVE," which stands for solution, access, value, and education. They suggest their framework can expand marketers' focus from promotion of specific products to educating customers about overall solutions to their needs.