Five Takes on the Fifth ‘P’

Marketing News

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Published 12/5/2012

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Summary

For both marketing neophytes and vets, the four Ps require no explanation. They’re ingrained in marketing theory and practice, bedrock principles upon which strategies have been built for more than half a century. And for nearly as long, they’ve spawned speculation about which alliterative components might deserve to be added to the marketing mix.

The “fifth P” debate has been fodder for opinion pieces for years, but as the industry evolves, so, too, do experts’ perspectives on the potential “P.” As another year of marketing comes to a close, Marketing News reached out to five industry vets to get their takes on what the fifth P of marketing should be. And to set the stage for this debate, we first touched base with Philip Kotler, a marketing legend credited with defining and redefining the four Ps in tomes such as Principles of Marketing and Marketing Management.

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