Marketing and the 7Ps

I found a nice little summary about marketing on the Chartered Institute of Marketing website. The document*Ā “Marketing and the 7Ps : a brief summary of marketing and how it works” is exactly that – it covers:

  • what is marketing
  • why marketing
  • 7Ps of marketing
  • Planning for a marketing strategy
  • Future trends in marketing

all in less than 10 pages.

I like their definition of marketing:

Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably

Of course libraries aren’t normally in the business of making a profit, but you could easily translate “profitably” to another concept like “cost effectively.”

* Link checked and ok Dec 2009. Leave a note in the comments if it doesn’t work for you šŸ™‚

6 thoughts on “Marketing and the 7Ps

  1. The idea has also been put forward that there is an additional ‘P’ that should be in the list — Profit. Many of my clients spend money on marketing without really tracking the way it is contributing to either the ‘top line’ or ‘bottom line’ of their business operations. As with any process, feedback like this will help a marketing manager adjust the process.

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