Diagnosis before strategy, strategy before tactics. 4Ps is a tactic. If you are starting with any of the Ps, you can be sure that you are being tactical about it. Go back one step to your strategy. Who is your target? What is your position or message to them? What is your objective? These make up your strategy questions. Once you answer these, the 4Ps become easy.
Are you starting at the right place?
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