Guiding Principles Model: A Call to Integrate the 4 P’s into a Strategic Construct

Authors

  • Philip E. Heckman Upper Iowa University
  • Alice Jacobs Vestergaard Samuel Merritt University
  • Kathleen M. Sole WriteSource

DOI:

https://doi.org/10.33423/jmdc.v12i4.199

Keywords:

Marketing Development, Marketing, Business Management

Abstract

Although flawed and roundly criticized, the 4P’s have been introduced in marketing texts for 50 years as a foundational marketing concept. This paper urges educators to reform curricula to provide students an immutable set of principles on which to base marketing decisions and proposes a values-driven Guiding Principles Model (GPMTM).

Downloads

Published

2018-12-01

How to Cite

Heckman, P. E., Vestergaard, A. J., & Sole, K. M. (2018). Guiding Principles Model: A Call to Integrate the 4 P’s into a Strategic Construct. Journal of Marketing Development and Competitiveness, 12(4). https://doi.org/10.33423/jmdc.v12i4.199

Issue

Vol. 12 No. 4 (2018)

Section

Articles

License

Please review our Copyright Notice.