Subscriber Exclusive 
‘It only works if it all works’: Marketers on ‘reclaiming’ the 4Ps
Is now the time for marketers to grab hold of the 4Ps? Or is discussion of reclaiming price, product, place and promotion simply “navel gazing”?
By Molly Innes
It’s not uncommon for marketers to scroll through their LinkedIn feeds and find a multitude of posts discussing the 4Ps. But has the marketing community lost oversight of product, place, price and promotion?
Boots CMO Pete Markey believes it’s rare for a marketer to control the 4Ps. “When I first came across them, I’m not sure marketers even then had control of the 4Ps,” he explains of his early career experience.
