The Marketing Mix, also known as the 4Ps of Social Marketing, is the combination of Product, Price, Place, and Promotion. Yesterday, we heard a very dynamic debate at WSMC on whether the 4Ps are still an important intervention tool for Social Marketing practitioners.
Sue Nelson, Social Marketing Director, Kindred (UK), and Clive Blair-Stevens, Director, Strategic Social Marketing (UK) argued to abandon the 4Ps, as they believe it has lost its practical application as technology and social media 2.0 have evolved. Mark Blayney Stuart, Head of Research, the Chartered Institute of Marketing (UK) and Nancy Lee, President, Social Marketing Services, Inc. and University of South Florida/University of Washington, argued to retain the 4Ps as they believe it is an important tool that enable practitioners to speak in one voice and in one language. A vote was taken at the end of the debate in favor of keeping the 4Ps. Hear both sides of the debate below: