Naked Marketing: How the 4Ps Have Destroyed Business and What to Do Instead

For years marketing students and practitioners have slavishly learned and followed the four Ps approach to marketing. It is time to replace this dusty old marketing roadmap with a model that embraces advances in technology, our different attitude to authority, capitalism and consumerism, and the hard reality of organizational survival. This book offers an alternative to the Four Ps, at last. It is the marketing equivalent of "The Emperor's New Clothes", with everything stripped away, and marketing mythologies laid bare; practical guide to marketing in the 21st century.