The Digital Marketing Podcast

An advert free, Weekly digital marketing podcast with listeners in over 180 countries worldwide, The Digital Marketing Podcast combines interviews with global experts, together with the latest news, tools, strategies and techniques to give your digital marketing the edge. Perfect for your daily commute, the podcast aims to be both entertaining and informative. Produced by Target Internet and hosted by Digital Marketing and E-commerce Expert, Ciaran Rogers and Award Winning Author and Speaker, Daniel Rowles. Find out more at TargetInternet.com

https://www.targetinternet.com/digital-marketing-podcasts/

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episode 226: Revisiting 'The 4P's of the Marketing Mix' with Mike Berry


Is Marketing in your organisation seen as less important than Finance, Sales, Operations or HR? Distracted by digital, does your Marketing team find itself relegated from the top table of decision-making, focusing purely on Marketing Communications?  Ciaran talks to Mike Berry, an author, digital consultant, trainer and academic, about the famous "4P's of the Marketing Mix: Product, Price, Place, and Promotion." We discover that the 4 Ps is still as fresh and relevant today as it was when it was devised by E. Jerome McCarthy back in 1960. However, and worryingly for Marketers, Mike argues that responsibility for the full Marketing Mix has been gradually surrendered, to the detriment of Marketing as a profession. We explore how Marketers can learn to harness this essential framework alongside effective data and measurement of performance, and reclaim all the 4P's, ensuring that Marketing can once more truly champion the Customer! In this episode, we revisit this framework as Mike (controversially) redefines it as Product, Price, Distribution, and Marketing Communications. So could 2 Ps, a D, and an MC be the new rallying battle cry for Marketing? This leads us to an exploration of the story behind Mike's co-authored book: Digital Marketing Fundamentals: From Strategy to ROI and we hear how Mike goes about finding international case studies of great (digital) marketing campaigns we can all learn from. Useful Links Digital Marketing Fundamentals: From Strategy to ROI https://www.routledge.com/Digital-Marketing-Fundamentals-From-Strategy-to-ROI-1st-Edition/Visser-Sikkenga-Berry/p/book/9789001887124 Connect with Mike on LinkedIn: https://www.linkedin.com/in/mikeberrylinkedin More Books by Mike Berry https://www.amazon.co.uk/Mike-Berry/e/B001KDZVNM/ Jerome McCarthy https://en.wikipedia.org/wiki/E._Jerome_McCarthy Phillip Kotler https://en.wikipedia.org/wiki/Philip_Kotler


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 09 September 2019  31m