Back in college or at some point in your career, you learned about the 4Ps of marketing: place, price, product, and promotion. Though nearly 60 years old, the 4Ps still hold weight today. However, the ...

Much later Jagdish Sheth and Rajendra Sisodia (The 4As of Marketing, 2014 ... would never regard it as a substitute for the venerable 4Ps. Would you? – Herman D Alvaranga is president of ...