Complete marketing strategy framework for modern businesses
Product: What you sell (features, quality, branding)
Price: How much you charge (pricing strategy, discounts)
Place: Where you sell (distribution channels, locations)
Promotion: How you communicate (advertising, PR, content)
People: Who delivers value (staff, culture, customer service)
Process: How you deliver (systems, customer experience)
Physical Evidence: Tangible proof (branding, packaging, environment)
What are you selling? Features, quality, design, branding
Pricing strategy, discounts, payment terms
Distribution channels, locations, market coverage
Marketing communications, advertising, PR, content strategy
Staff, culture, customer service, expertise
Systems, procedures, customer journey, service delivery
Tangible proof, branding, packaging, environment
Philip Kotler & Kevin Lane Keller
The definitive guide to marketing strategy including comprehensive coverage of the marketing mix framework.
Philip Kotler & Gary Armstrong
Practical application of the 7Ps framework with real-world examples and case studies.
Seth Godin
Modern perspective on how to apply traditional marketing frameworks in today's digital landscape.