Naked Marketing

How the 4Ps Have Destroyed Business and What to Do Instead

Sue Nelson

ISBN: 9781852526351
Format: Paperback
Publisher:Management Books 2000 Ltd

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For years marketing students and practitioners have slavishly learned and followed the four Ps approach to marketing. This book offers an alternative to the Four Ps. It is a practical guide to marketing in the 21st century.

For years marketing students and practitioners have slavishly learned and followed the four Ps approach to marketing. It is time to replace this dusty old marketing roadmap with a model that embraces advances in technology, our different attitude to authority, capitalism and consumerism, and the hard reality of organizational survival. This book offers an alternative to the Four Ps, at last. It is the marketing equivalent of "The Emperor's New Clothes", with everything stripped away, and marketing mythologies laid bare; practical guide to marketing in the 21st century.

How the 4Ps Have Destroyed Business and What to Do Instead

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