In truth, I wasn’t entirely looking forward to reading this book – marketing strategy can be a dry subject at times. Still, embarking on a short flight I packed David Pearson’s book The 20 Ps of Marketing with the view that at least it could kill time during the digital dead zone that the BA cabin crew demand during take-off and landing. In fact, I was still immersed in the book when we touched down two hours later.
The book is subtitled ‘A complete guide to marketing strategy’, and Pearson’s thesis is that the landscape for marketing has transformed since the concept of the four Ps was introduced in the 1960s and so marketers need a new framework for the modern age. The traditional 4Ps of Product, Price, Place and Promotion are still critical but the author has identified an additional 16Ps which describe marketing actions, measurements of success and behaviours. This is a uniquely comprehensive view of what it takes to succeed and recognises that modern marketers need to be strategically and commercially savvy and possess strong behavioural skills.
The section on ‘behaviours’, which focuses on the how as opposed to the what, is particularly useful as, in my experience, mastery of this skill set often identifies the true marketing leaders.
It’s an interesting and easy read, blending theory and some fascinating history lessons with practical applications. Pearson writes in a light style and the text is peppered with mini case studies drawn from his experience spanning four decades with companies such as Procter & Gamble, Mars, Sony, Pillsbury and Pentland. He writes honestly and openly about his successes and failures in equal measure.
The breadth of the book is a strength and a weakness as some concepts are covered a little superficially (but there are suggested reading lists for those who wish to delve deeper). For students or those embarking on their marketing careers, such a list will be invaluable. For the experienced practitioners it is a powerful reminder that making an impact is a mix of what you do and how you do it.
The 20 Ps of Marketing is more than a book about marketing strategy – it’s essentially a lesson in leadership and how to grow businesses. I would like it to be required reading for CEOs to challenge them on whether they are providing the right conditions for marketing to thrive and make the most meaningful contribution to their businesses – which, let’s face it, we all need now more than ever.
This review was taken from the March 2014 issue of Market Leader. Browse the archive here.
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