Price, place, promotion & product. The 4P framework of Jerome McCarthy was invented in 1960 and is therefore deemed ancient in terms of digital.

And yet we see that the model still holds up in 2020! It is so simple and robust, which enabled it to stand the test of time. However, in 2020, you have to evaluate the model in a completely different way.

Take for example the ‘P’ of Price. 60 years ago, the model didn’t foresee stores (on- and offline) changing their prices up to 5 times a day and that consumers could find the cheapest seller within a few clicks. Times have changed but the foundation remains the same.

We’ll take you through the recent evolution of the 4 P’s and how they impact your business.


You can download the slide deck of the webinar here.


Want to read more like this, sign up for our newsletter by clicking this link or the image below.