Friday, January 11, 2013

What got them here, might get them there!

That we irreverently make a slim play of Marshall Goldsmith’s quote is obvious (we use him inside too), but that we do so to describe a group of intemperately argumentative entities that refused to accept India as a losing proposition, is perhaps slimmer than they would agree with.

Ejerome McCarthy, professor, Michigan State University, in the 1960s, wrote a discreet discourse for his spring students where he proposed that marketing should be undertaken in a structured manner, perhaps using a four parameter model, 4Ps! Those were the 60s, and models were just waiting to be lapped up. McCarthy’s 4Ps was no exception to the rule. In fact, the model became the rule itself over a matter of years.

Over time, many more Ps were added to this marketing mix, with each proposer invigoratingly justifying his P’s inclusion – our own group magazine, 4Ps Business & Marketing, once ran a cover story, The 50Ps of Marketing! That said, if India were the test ground, any post-hoc analyst of contemporary times would have found it really astonishing that, forget 50Ps, many multinational corporations operating within India forgot to structure even McCarthy’s initial 4Ps, blindly assuming that if people have purchasing power, they’ll buy any product.


Source : IIPM Editorial, 2012.
An Initiative of IIPM, Malay Chaudhuri
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