From 4Ps Marketing to Integrated Marketing

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The head of a marketing department has to use information from each and every area of ​​the company in order to make the right decisions and implement the correct strategies. Analyzing the well-known concept of the Marketing Mix, we could define it as "The set of instruments that the company uses to achieve its objectives," Philip Kotler.

Initially, the marketing mix guaranteed that through the coherent and coordinated application of different marketing strategies, a company would be able to satisfy consumer needs profitably and thereby occupy a position in the market.

It consisted of the already known 4 Ps

PRODUCT : Meets the needs of customers. What do they want? What is it like? How much? What color? What quality? etc.
PRICE : At what price will our product be introduced into the market and with what type of discounts. It provides income.
PROMOTION : Those efforts to make the product known under appropriate conditions.
DISTRIBUTION : What is the market access and what channels will be used.

Subsequently, experts in marketing theories proposed a logical evolution of the mix to cope with the introduction of different services. (Consumers, Processes and Environment were added).

The next evolution in the mix has been to reach the 4C and from these to the 4V making the following equivalence

The 4P marketing mix is ​​mass marketing and its objectives are validated all mobile number list from the offer. The new protagonist is the customer, and companies have to answer questions such as:

What are the needs of my customers? The development of the product or service must be based on the needs of the real customer in our real market.
Where do they feel most comfortable? You have to consider which sales channel is appropriate for each client and where they are willing to buy my products.
What medium will be used to communicate? The entire strategy cannot be left to promotion. Visibility creates a two-way street: customer satisfaction and feedback.
What is the cost that meets your needs? Taking into account not only production costs, but also added value.
Based on all of the above, we can say that the marketing mix has evolved from a position based on creation for subsequent marketing to the analysis of total variables for the generation of a comprehensive marketing plan .