Marketing with only one “P”

The article deals with Marketing and its implications within companies.
Managers and Directors of Marketing are lately meaning the famous four “P” by Kotler (Product, Price, sales Points and Promotion) as paying attention mainly to the drawing up of a Promotion plan. On this subject the author of the article gives a few suggestions: Managers of Marketing should seek new markets and carry out segmentation, targeting and right placement on the market, so that new business can be run successfully.
In details, it should be necessary for them:

• to define a business strategy, sharing everybody’s opinions and ideas, that is carrying out a process, by taking into account the above mentioned Stp;
• to work out an action Plan and a monitoring method.

Stefano Monti