"the 4 P’s model undercuts B2B marketers in three important ways: It leads their marketing and sales teams to stress product technology and quality even though these are no longer differentiators but are simply the cost of entry.
It underemphasizes the need to build a robust case for the superior value of their solutions. And it distracts them from leveraging their advantage as a trusted source of diagnostics, advice, and problem solving.
our model shifts the emphasis from products to solutions, place to access, price to value, and promotion to education—SAVE, for short."
sexta-feira, julho 19, 2013
Repensar os 4 P's
Gostei deste artigo "Rethinking the 4 P's" retirado da revista HBR de Janeiro deste ano.