Artículo de revista
Los diez pilares del mercadeo: cuando las cuatro P se quedan cortas
Fecha
2014-05-13Registro en:
ISSN 28113854
Autor
Arango-Muñoz, D. G. (Diego German)
Institución
Resumen
Marketing is an intellectual exercise that allows the directors of all type of organizations to interpret
the necessities and expectations of its clients to design attractive enough products for
them to like, to feel excited, to buy and repurchase, as well as to recommend to their friends and
speak well of them in their social, academic, familiar and business meetings. Traditionally it has
been spoken about the 4P´s in marketing: Price, Place, Promotion and Product (or Service), but
it seems that it is not enough. Several additional pillars to the 4P are included in this article, and
they need to be considered when developing a marketing strategy that fits the present worldwide
context. Such pillars are: Necessities of the Consumer, Segmentation, Positioning, Marketing
Mix, Marketing Actors, People Involved in the Purchase, Purchase Decision Tree, Marketing Information
System, Marketing Planning, and Platform for Change.