McCarthy’s 4Ps: Timeworn or Time-Tested?
1995; Taylor & Francis; Volume: 3; Issue: 3 Linguagem: Inglês
10.1080/10696679.1995.11501691
ISSN1944-7175
AutoresL. McTier Anderson, Ruth Lesher Taylor,
Tópico(s)Customer Service Quality and Loyalty
ResumoThis paper evaluates Jerome McCarthy's 4Ps paradigm from an historical and philosophical perspective. Since its introduction in 1960, McCarthy's paradigm has been widely used as a pedagogical tool by academics and practitioners, but it has also been a frequent target of academic critics. The authors review criticisms of the 4Ps paradigm and conclude that it has proven to be sufficiently robust for contemporary marketing applications. That is, the 4Ps paradigm is time-tested! It is as valuable for 1990s' professors, students and managers as it was in 1960.
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