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.
- ISBN10 1852526351
- ISBN13 9781852526351
- Publish Date 24 March 2010
- Publish Status Out of Print
- Out of Print 8 March 2021
- Publish Country GB
- Imprint Management Books 2000 Ltd
- Format Paperback
- Pages 220
- Language English