Title

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

Comments

Originally published as: 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.

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.

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