Marketing education: Life after the 4Ps
Asia Business Research Corporation Limited
Place of Publication
Fam, K.S., & Brito, P.Q.
Faculty of Business and Law
School of Business and Law
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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