Know-How Exchange : Strategy

I have not seen any studies showing what you ask, but my experience has shown that there are many companies who ignore parts of the marketing mix. Generally, this happens from their employees not taking the time to get a helicopter view - stand back every once in a while and look at the big picture of what they are doing (and not doing).

There are many different versions of the "5th P". It's all subjective right now as the "experts" hash it out.

In addition, don't depend on regional marketing authors to tell you how the market is doing. Either go out there and test it yourself or read up on recent research performed by professionals.

The only "eveidence" I have seen is either people only use 1-2 of them (usual Price and Product) or they are making up their own 5th P.

Good Luck!

I'm hearing a lot more about integrated marketing, which would use the 4-5 p's in a way that creates synergy and more power that any one specific tactic. I've also seen more of an integration with the tactics of marketing (4 p's) and the strategic elements of marketing in terms of analysis, value, segmentation, and sales alignment. In paraphrasing sun tzu, the great strategist, strategy without tactics is futile, while tactics without strategy is fatal. The 4 p's should be used as tactics to achieve more macro marketing goals and objectives.