How many Ps do you have in your marketing plan?

“Purpose is the 5th P of marketing you absolutely need.” Jeff Barrett

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If your answer is four, you are already a winner. Some of you may want to add one or more Ps to the original marketing mix: Product, Price, Place, Promotion.

I would add one myself, but let’s start from a short story.

I was discussing the marketing strategy of an important – quite big – Italian B2B company.

Their manager was mostly talking about promotion and advertising, as too often happens. Faithful to my company’s Vision, I always try to expand the culture of the firms I work with. And while I was sharing the definition of marketing, I came up with something that I think is worth sharing with you as well.

“Our purpose should lead us in the process of satisfying customer needs.” And for Purpose – which randomly starts with a P – I mean our personal “why” or our company’s Vision.

How did that story end?

That manager understood so well those words that we are now reviewing all their strategy because there is no trace of Vision or Purpose or Marketing Distinguo in it.

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Defined by Going Global UK: "LEADING EXPERT IN INTERNATIONAL DIGITAL MARKETING STRATEGIES". Among the 5 major Italian marketing influencers according to Digitalic. Coordinator of the Networking Club of Philip Kotler at the Italian Marketing Foundation. The only Italian who accomplished the MIT Digital Business Strategy Executive Program about Digital Transformation (Massachusetts Institute of Technology). Co-founder of Weevo, co-publisher of Il Giornale delle PMI, author of "Strategie web per i mercati esteri", Hoepli 2016 (Digital Strategies for International Markets).

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