Reinventing marketing – beyond the 4Ps

Posted on: September 16, 2013

Earlier this year I wrote an article in Professional Marketing magazine 20 year anniversary issue that looked back over the last two decades and also considered future trends for professional service marketers.

As a result of that article I was asked to address the senior marketers and business developers at a major firm recently on the topic of “Reinventing marketing”. I covered the following topics and thought it might be helpful to point to the relevant posts on this web site that provided more information on those topics that are on the horizon.

Others’ views of the future of marketing (and the business issues that might drive these changes)

Marketing academics have talked about the 4Ps being replaced with the 4Es – place/everywhere, product/experience, price/exchange and promotion/evangelism. In this book Kotler et al talk of product management being replaced with cocreation, segmentation/targeting/positioning being replaced with communitization (the rise of the community or tribe) and brand building being replaced by character building.

Propositions and product development

Project management


Personal (social media, client experience, selling and account management)


It would be interesting to hear your views on where you think we will be driven in the future…

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