23 P's of Marketing in place of 4

Expanding the Marketing Mix

Y Babji, PR Educator

Every student of marketing is familiar with the famous 4 Ps of Marketing - Product, Price, Place and Promotion. For decades, these four elements have served as the foundation of marketing strategy, helping businesses understand what to sell, how much to charge, where to sell and how to communicate value to customers.

However, the world of business has changed dramatically. Markets have become more competitive, customers more discerning, technology more disruptive and brands more relationship-driven. Success today depends on much more than simply producing a good product and promoting it effectively. Modern marketing demands a broader perspective i.e. one that embraces people, relationships, planning, professionalism and performance.

The Birth of the Marketing Mix

The concept of the 4 Ps of Marketing was introduced by E. Jerome McCarthy in his landmark 1960 book Basic Marketing: A Managerial Approach. McCarthy simplified marketing strategy into four controllable variables:

Product – What is being offered to customers, including its quality, features, design, packaging and branding.

Price – The amount customers pay, including pricing strategies, discounts, credit facilities and payment terms.

Place – The channels through which products or services reach customers, whether through retail outlets, wholesalers, online platforms or direct selling.

Promotion – All communication activities used to create awareness and persuade customers, including advertising, public relations, sales promotion, digital marketing and personal selling.

These four elements continue to form the backbone of marketing education and practice across the world.

From 4 Ps to 7 Ps

As service industries expanded, marketing scholars recognised that the original framework was more suitable for tangible products than for services.

In 1981, Bernard H. Booms and Mary Jo Bitner proposed the Extended Marketing Mix, popularly known as the 7 Ps, by adding three more dimensions:

People – Employees, customer service personnel, sales representatives and everyone who directly interacts with customers.

Process – The systems, procedures and activities through which products or services are delivered efficiently and consistently.

Physical Evidence – The tangible environment and physical cues that influence customer perceptions, such as office ambience, decor, uniforms, brochures, websites and overall brand presentation.

Today, the 7 Ps are widely accepted as the standard framework, particularly for service marketing.

Why Stop at Seven?

Marketing, however, is no longer confined to products, pricing and promotion alone. It is increasingly about building relationships, creating trust, delivering memorable experiences, nurturing employees and sustaining long-term business growth.

Viewed from this broader perspective, the traditional marketing mix can be expanded into 23 Ps, reflecting the realities of contemporary business management.

The Tautogram of 23 Ps of Modern Marketing

Every successful business begins with a Product (P1) that is socially relevant, customer-oriented and marketable. Even the finest product requires a suitable Place (P2) where buyers and sellers can interact, whether a traditional marketplace, a corporate office, a retail outlet or today's digital marketplace in cyberspace.

The product must be offered at an appropriate Price (P3) that reflects both customer expectations and market realities. Attractive Packaging (P4) enhances appeal, protects the product and strengthens brand identity. Carefully planned Promotion (P5) creates awareness and persuades customers to make informed purchasing decisions.

At the heart of every business are People (P6) the customers whose needs and preferences determine market success. Understanding customer Perception (P7) is equally important because purchasing decisions are often influenced more by perception than by reality. Building positive perceptions requires an effective Public Relations (P8) strategy that fosters credibility, trust and goodwill among stakeholders.

None of these activities can succeed without systematic Planning (P9). Sound planning enables organisations to anticipate market changes, allocate resources wisely and respond effectively to competition.

Marketing Is Not Just About Selling

Many businesses mistakenly believe that marketing ends with making a sale. In reality, the objective extends far beyond selling products.

A successful enterprise ensures timely Payment (P10) from customers, thereby maintaining healthy cash flow. Ultimately, every business seeks Profit (P11), the reward for efficient management and customer satisfaction.

Beyond financial returns lies another valuable asset i.e. Praise (P12). Positive customer feedback, goodwill, reputation and word-of-mouth recommendations often become the strongest drivers of sustained business success.

The Human Side of Marketing

In today's competitive business environment, organisations require Prudence (P13) to make wise decisions, Perseverance (P14) to overcome challenges and Patience (P15) to nurture long-term customer relationships. 

Marketing today also demands a Professional (P16) approach supported by ethical standards, competence and continuous learning. Equally important is Positioning (P17), the process of creating a distinct and memorable place for a product or brand in the minds of consumers.

A well-positioned brand gradually earns Prestige (P18), enhancing its reputation, customer loyalty and market value. Prestige is no longer limited to luxury products; it has become an essential ingredient of successful corporate branding.

Employees Are Internal Customers

Modern organisations increasingly recognise that employees are their first customers. Competitive Perks (P19), including fair compensation, incentives and welfare measures, contribute significantly to employee motivation.

Creating a workplace that offers Pleasure (P20) a positive, healthy and engaging work environment that encourages creativity, teamwork and commitment. Motivated employees naturally deliver better Performance (P21), resulting in higher customer satisfaction and improved organisational outcomes.

Finally, organisations invest heavily in developing their Personnel (P22) because employees' knowledge, skills and competencies have become among the most valuable organisational assets. Continuous learning and talent development ultimately enhance Productivity (P23), enabling businesses to achieve sustainable growth and maintain a competitive advantage.

Looking Beyond the Traditional Marketing Mix

The original 4 Ps remain as relevant today as they were in 1960 and the 7 Ps continue to provide an excellent framework for understanding service marketing. Yet the realities of twenty-first-century business suggest that marketing is far more comprehensive than these classical models imply.

Successful organisations today compete not merely through products and prices but through trust, relationships, planning, professionalism, employee engagement, reputation and organisational culture. The expanded framework of 23 Ps captures these broader dimensions, reminding us that modern marketing is not simply about selling products. It is about creating value, building relationships and sustaining business excellence. 

In an era where customers have endless choices and information travels instantly, the most successful organisations will be those that move beyond the traditional marketing mix and embrace a more holistic philosophy of business. 

Perhaps, therefore, the future of marketing lies not in replacing the original 4 Ps or 7 Ps but in enriching them with many more P's that reflect the changing expectations of customers, employees and society.