Media-Insert Communications

Media-Insert Communications

The blog of Media-Insert Communications – featuring freelance P.R. and journalism links to the work of Graham A. Jarvis.

Editing, Journalism, Copywriting, and Public Relations

Professor Philip Kotler spoke yesterday in Birmingham, UK, about the development of new paradigms for marketing. He talked about the 4 Ps of marketing, while also introducing the 4 As of:

  • Awareness;
  • Acceptability;
  • Affordability;
  • Accessibility.

He said the 4 Ps came from a supplier’s perspective, and so it is now time to see marketing from the customer’s viewpoint by introducing the 4 As into the modern discipline.

He commented that the the end of traditional marketing has seen:

  • The rise of holistic marketing;
  • The demise of free spending marketing and the rise of ROI;
  • The demise of brand management and the rise of CRM;
  • The demise of customer-supported marketing and the rise of technology-enabled marketing;
  • The demise of the mass-marketing-only model and the rise of mass marketing and precision marketing and hyrid marketing.

Speaking at a Benchmark for Business conference on ‘Redefining value in a commoditised world’, he gave a very stimulating presentation on how he sees marketing today; ranging from new media, the value of word of mouth marketing (buzz marketing), working with ‘firms of endearment’ (companies that work in harmony with your own), marketing automation and Marketing Resource Management.

Kotler also introduces the 4 Cs in his book, ‘According to Kotler’. See Brand Autopsy for details: http://brandautopsy.typepad.com/brandautopsy/2005/04/according_to_ma.html

The event was chaired by David Hood, Community Director of The Marketing Leaders.

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