One of the drawbacks of the “Four P’s” conceptualization of the marketing mix is that it tends to cause students to think that these are “stand alone” areas. However, as we’ll explore in more detail moving ahead, these areas certainly do overlap, and even so-called marketing “experts” will disagree about how a particular tactic should be labeled. For instance, would a short-term pricing discount be considered part of the price “P” or the promotion “P”?
