Guiding Principles Model: A Call to Integrate the 4 P’s into a Strategic Construct

Abstract

Although flawed and roundly criticized, the 4P’s have been introduced in marketing texts for 50 years as a foundational marketing concept. This paper urges educators to reform curricula to provide students an immutable set of principles on which to base marketing decisions and proposes a values-driven Guiding Principles Model (GPMTM).