Marketing education: Life after the 4Ps
Document Type
Conference Proceeding
Publisher
Asia Business Research Corporation Limited
Place of Publication
Wellington
Editor(s)
Fam, K.S., & Brito, P.Q.
Faculty
Faculty of Business and Law
School
School of Business and Law
RAS ID
19718
Abstract
The purpose of this paper is to generate discussion with the intention of improving the quality of marketing education at a tertiary level. Initially, the constraints of introductory marketing texts with a 4P structure are discussed. This is followed by a recommendation that rather than an attack or defend the 4P framework it is presented as an important concept in the evolution of marketing. Next a classic concept is revisited and from this an alternative teaching approach is presented for discussion. A brief description of how this approach has been applied in the classroom is provided. The initial findings are that there are not 4Ps but only one P-the total product. The total product concept is a mega-concept that includes a number of product considerations, product layers, and product components. Applying this framework is beneficial when conducting product audits, marketing audits and marketing plans.
Access Rights
metadata only record
Comments
Fanning, S., Lambert, C., & MacCarthy, M. (2015). Marketing education: Life after the 4Ps. In Fam, K.S., & Brito, P.Q. (Eds.), MAG Scholar® Global Business Marketing and Tourism Conference 2015 proceedings : travel, discover, marketing. Wellington: Asia Business Research Corporation Limited.