Here are a couple of articles recently published in The Wall Street Journal, that describe travel businesses creating value for customers–and charging them more in…
Depending on how deep you want to dive, today’s post has a lot on customer value, which is certainly a core principle of marketing. The…
![“We wanted [our restaurant] to be Instagrammable”](https://teachthe4ps.com/wp-content/uploads/2023/01/cropped-4ps-logos-white-300.png)
Most industries report a decline in the effectiveness of advertising as a means to tell customers about their product. As we note in chapter 16,…
Many of the most creative campaigns are for consumer brands — so I really enjoy seeing a B2B brand do something creative. Caterpillar (the high…
“Value in use pricing — which means setting prices that will capture some of what customers will save by substituting the firm’s product for the…
Some products typically get more expensive over time (think food, college tuition, healthcare). Other products exhibit falling prices. Technology markets often exhibit declining prices (and often…