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- Title
Guiding Principles Model: A Call to Integrate the 4 P's into a Strategic Construct.
- Authors
Heckman, Philip E.; Vestergaard, Alice Jacobs; Sole, Kathleen M.
- 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 (GPM™)
- Subjects
MARKETING strategy; BUSINESS models; MARKETING education in universities &; colleges; CUSTOMER relations; CONSUMER behavior
- Publication
Journal of Marketing Development & Competitiveness, 2018, Vol 12, Issue 4, p60
- ISSN
2155-2843
- Publication type
Article
- DOI
10.33423/jmdc.v12i4.199