Perhaps you have heard them before:

  1. Product
  2. Price
  3. Place
  4. Promotion

Not that there isn’t some evidence of successful marketing following this model, but overall, I think the above P’s have lost their resonance.  A new culture of marketing, social media and online marketing influences, and an increasingly savvy and suspicious consumer has given way to a new model.

John Jantsch, founder of Duct Tape Marketing, suggests that small business owners should examine “The 4 Ps of a Fully Alive Business.”