Professor Malcolm MacDonald delivered a very thought-provoking lecture at last week’s TFMA show. He is deliberately controversial, but talks so much sense and takes marketing right back to basics

I was preparing a presentation on digital marketing, when it occurred to me that ‘digital’ is no longer just part of the promotion ‘P’ of marketing, but rather has radically changed what marketing is.
The traditional definition of marketing as being Product, Price, Place & Promotion has been around a long time. It became trendy to [...]

Marketing has traditionally been defined as the 4 P’s i.e. product, price, place, promotion. With the growth of Revenue Management, much of the responsibility for price and place now sit in this function. Marketing has always had limited involvement with the product, often being ‘presented’ with the product by Operations.
That leaves Marketing only being responsible [...]