McCarthy’s 4Ps: Timeworn or Time-Tested?

Anderson, L. McTier; Taylor, Ruth Lesher

doi:10.1080/10696679.1995.11501691

Cited by 32 publications

(10 citation statements)

References 12 publications

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“…Marketing practitioners frequently describe their strategies as revolving around four factors, referred to as the four Ps: the product itself, its price, the place where the product is sold and the way it is promoted (Anderson and Taylor, 1995; McCarthy, 1960). Even if increasingly commodified, security is a peculiar, largely undifferentiated type of product.…”

Section: Pmscs’ Logos As Discoursementioning

confidence: 99%

Private military and security companies’ logos: Between camouflaging and corporate socialization

Cusumano

2020

Security Dialogue

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International relations scholarship has paid insufficient attention to security providers’ tendency to emulate the visual attributes of other actors in an attempt to (re)construct their identities and increase their legitimacy by signalling adherence to prevailing norms. Research on the discourses deployed by private military and security companies (PMSCs), for instance, has relied almost exclusively on the analysis of written documents. This article argues that even basic visual units like logos serve as windows into the genealogy and evolution of the international market for force. By combining insights from Peircean semiotics and institutionalist theory, I show that PMSCs’ logos are not only marketing tools, but also symbolic acts that shed light upon the shifting identities and legitimization strategies of the international private security industry. Specifically, I argue that PMSCs’ logos can be conceptualized as forms of camouflaging, blame-shifting, mirroring and socialization into corporate identities. These overlapping processes have reshaped the international private security industry brandscape, informing a shift away from the use of logos displaying symbols and colours borrowed from military visual identity systems.

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Section: Pmscs’ Logos As Discoursementioning

confidence: 99%

Private military and security companies’ logos: Between camouflaging and corporate socialization

Cusumano

2020

Security Dialogue

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“…When the well-known four P's (product, price, promotion and place) of marketing were developed in the 1960s, place was considered important. The four P's have been extensively studied by researchers and employed by practitioners [2]. However, online businesses need a new model for success, as place has become an irrelevant factor in this arena.…”

Section: Introductionmentioning

confidence: 99%

E-business differentiation through value-based trust

Cazier

Shao

Louis

2006

Information & Management

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“…One of the well-known methods for product development is to do market development through McCarthy's 4PS (McCarthy, 1960;Westervelt, 1999). Anderson and Taylor (1995), for instance, evaluated Jerome McCarthy's 4Ps paradigm from an historical and philosophical perspective. They reviewed criticisms of the 4Ps paradigm and explained that it had proven to be sufficiently robust for contemporary marketing applications.…”

Section: Introductionmentioning

confidence: 99%

A fuzzy mixed integer programming for marketing planning

Danaei¹,

Hemmati²,

Kohneshahri³

2014

10.5267/j.msl

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One of the primary concerns to market a product is to find appropriate channel to target customers. The recent advances on information technology have created new products with tremendous opportunities. This paper presents a mixed integer programming technique based on McCarthy's 4PS to locate suitable billboards for marketing newly introduced IPHONE product. The paper considers two types of information including age and income and tries to find the best places such that potential consumers aged 25-35 with high income visit the billboards and the cost of advertisement is minimized. The model is formulated in terms of mixed integer programming and it has been applied for potential customers who live in city of Tabriz, Iran. Using a typical software package, the model detects appropriate places in various parts of the city.

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McCarthy’s 4Ps: Timeworn or Time-Tested?

Cited by 32 publications

References 12 publications

Private military and security companies’ logos: Between camouflaging and corporate socialization

Private military and security companies’ logos: Between camouflaging and corporate socialization

E-business differentiation through value-based trust

A fuzzy mixed integer programming for marketing planning

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