The Marketing Mix: Ps, Cs and Everything Else
Social Marketing and Social Change
FEBRUARY 2, 2016
any marketing element in a program, whether it starts with a “P” or not, needs to be modifiable to meet the unique needs, problems, and aspirations of a priority group. If a P is so complex or ubiquitous as to defy a fit with the priority group, then it is no longer a marketing variable.