Russell Parsons: Marketers should take control of all ‘4Ps’

Before I came to work for Marketing Week my knowledge of how marketers earned their keep was limited to one thing – the ‘4Ps’. As I matured as a marketing reporter, it quickly became apparent the 4Ps were not sufficient for many. Others argued the mix of product, place, price and promotion was a relic that should be confined to the marketing archives.
The job many marketers have is not as described in textbooks. Some of the 4Ps now rest with others in the business. Many markete