The whole marketing mix – all the elements, not just one – referred to as the 4 Ps must be orchestrated, integrated and coordinated to deliver and establish your organization’s strategic objective and position. A major unhealthy symptom can appear in the marketing mix if you tinker with one of the Ps. All the other Ps are affected and will become unhealthy if not adjusted and reviewed. The marketing mix traditionally includes:

• Products, Services and Brands
  • Services (which include not only the 4 P elements but additional elements of people, physical presentation and process)
• Pricing
• Marketing channels (referred to as Place)
• Integrated and coordinated marketing communications (referred to as Promotion) and including advertising, sales promotion, public relations, sales force management, direct marketing and online marketing