Meet the 16 New Ps in the Marketing Mix in The 20 Ps of Marketing
11th December 2013 | David Pearson
Author David Pearson Explains Why the Time was Right to Add More Ps to the Marketing Mix
This month my book The 20 Ps of Marketing; The Complete Guide to Marketing Strategy publishes. I set out to write the book for those who know that it’s a fast changing world and the traditional lessons they learnt about marketing in business school are not up to the job. Everyone is familiar with The Four Ps of Marketing, first developed in the 1960s by McCarthy in Marketing while Kotler states that there are always four elements in the Marketing mix, and for ease of recollection each began with a P. My book builds on the traditional 4 Ps and adds 16 more. In developing the idea of The 20 Ps of Marketing I have not simply raided Roget’s Thesaurus. I have drawn as much as possible on my own experience and the unique insights that working for, and with, some of the greatest brand owners in the world have given me.
The first group of Ps I call the core. They are the original four to which I have added Packaging. In some versions this is included in Product and it also can be confused with Promotion. They are distinctive exercises. Group Two covers the actions taken by the Product manager: Planning, Persuasion, Publicity, Push-Pull, Positioning. Group Three covers the measurements of success: Profit, Productivity, Partnership, Power, Perception. The final Group covers the behaviours of those involved: People, Positiveness, Professionalism, Passion, and Personality.
I think the book will give the reader a wider and deeper understanding of marketing supported by the extensive experience of the author. Von Clausewitz was able to write superior studies on military strategy because of his own extensive experience fighting in the Napoleonic wars. And so the reader will be better equipped to perform his job. They can then get a good night’s sleep with confidence based on real life experience rather than academic observation.
The idea is novel though others have added the occasional P to the original 4. Noone to my knowledge has gone as far as I have. Why did I think I could write such a book? Well, at first I didn’t know I could and set out as an experiment to see. But then I reflected that I have unique experience in marketing and general management with great brand owners, Procter & Gamble, Mars, Pillsbury, Sony and Pentland. I am the only person who has received all of the following honours: Fellow of the Marketing Society; Fellow of the Royal Society of Arts; Fellow of the Chartered Institute of Marketing; Election to the Marketing Hall of Fame; Member of the Marketing Group of Great Britain; and now a Warden of the Worshipful Company of Marketors.
It is a few years since I was directly in the front line of marketing although I continue to advise companies on their strategy. Marketing is always topical but the challenges have seldom been so acute. The model of ever growing consumerism may not be sustainable in a world of finite resources without new business models. Marketing needs to lead these.
In writing the book I had encouragement from three academics to whom I showed some of the work: Professor Hugh Davidson, a distinguished writer of books on marketing, Professor Paul Burns, then Dean of the University of Bedfordshire Business School and author, and Professor Malcolm McDonald, Visiting Professor at several universities and author of 45 published books. All went on to give the book their endorsements which I include later in this blog.
I have written the book with the experience of 40 years in business and therefore have written it with an eye to long term truths. The fundamentals are universal and perennial. Techniques change as for example with social media. But there is always constant pressure on budgets, a constant need for innovation, and now an increasing if belated recognition of the importance of sustainability. In addition, I don’t know if there has ever been a time in my career when ethical issues were raised so frequently. I deal with all of these issues as well as perennial issues of how to succeed in Marketing. As long as I can remember I have always been interested in brands. Later when I became a brand manager I attended a training course run by the Chartered Institute of Marketing and first became aware of the famous Four Ps of Marketing. For me as someone whose experience of business was practical before it was theoretical I was always uneasy about this message. Surely there was more to it than that. And there was. And there is.
As I climbed the tree and found myself on boards - I was 32 when I was first made a Marketing Director and sat on a Board - I became aware of a general malaise in the profession that there weren’t enough of us. But if I was on a Board where someone had the role of Marketing Director and tried to claim responsibility for these four Ps but not others I would be seriously concerned about the direction of the business
I have been running businesses for over 30 years. I have managed everything from start-ups to cash cows. I have worked in privately held businesses as well as publicly quoted companies. I have worked in fast moving consumer goods, in durables and in business to business. I have worked for British, American, Japanese, Jewish and Iranian run companies. I have run my own business. I have transacted business in over 50 territories all over the world. And I have always done that with a deep rooted foundation in marketing.
You can download the Table of Contents and a free sample chapter of David's new book here.
About the Author: David Pearson has helped define marketing strategy and worked with those at the highest levels at Sony, Procter & Gamble, Mars, Pillsbury and Pentland. He has worked for multinationals, start-ups and himself. He is a Fellow of the Marketing Society, Fellow of the Royal Society of Arts, Fellow of the Chartered Institute of Marketing, Elected to the Marketing Hall of Fame, Member of the Marketing Group of Great Britain and Liveryman of the Worshipful Company of Marketors, he also has served on the editorial board of the Journal of Brand Management from 1993 to 2011. You can find David on Linkedin or his website and blog.