Big Data Marketing – The New 4 Ps of Marketing

“Lisa Arthur is a four-time chief marketing officer (CMO) … author of the book, Big Data Marketing, which provides a strategic road map for executives to engage their customers more effectively and drive value with their marketing.” will be speaking at the Teradata Marketing Summit March 10-13, 2014 http://www.aprimo.com/summit2014/speakers.html

big data marketing by lisa arthur

In Chapter 10 (Process is the New Black) Arthur states that “Philip Kotler’s famous book  covering the 4 P’s of Marketing – product, price, placement and promotion – have aptly served as the basic roadmap of marketing organizations since the 1960s.  (Kotler, 1967) However, given all that’s changed in marketing, its time for the classic 4 P’s to evolve …  Kotler himself has expanded his quartet to now include a fifth P, purpose.   But I [Arthur] would like to see even more of an evolution – one that inclues yet another process.”

Arthur continues by explaining that “In 2012, industry thought-leader…

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