The 'Four Ps' of business are not wrong, just outnumbered
Source: Bangkok Post
Published on: 2026-10-20 07:21
A few months ago I sat through a marketing plan presentation that could have been delivered, almost word for word, in 1975. The product positioning was sharp. The pricing tiers were modelled to the decimal. Distribution was mapped channel by channel. The promotional calendar was colour-coded for the year ahead. On its own terms, it was an excellent plan. When I asked who was key for the launch, and how much of a key competitor's speed advantage came from the way its people used the AI tools already sitting on their desks, the room went quiet. Not because the questions were unfair. Because a plan built entirely and beautifully around four variables had never been asked to think about the other three. Every business student of the last two generations has learned some version of the same four words: Product, Price, Place, Promotion. E Jerome McCarthy coined the classification in 1960, in...
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