Why Payment Now Belongs with
Product, Price, Place and Promotion as a Key Decision Lever
By Bob Fetter, SVP of Pluris Marketing
Since the 1960s, - the smartest of
marketers have developed an offer taxonomy based on the 4 Ps—product, price,
place and promotion. For years these 4 Ps have helped us marketers measure,
classify and optimize different offers against one another based largely on
these trigger points, allowing for an organized and optimized marketing mix
that drives revenue with the most efficiency. And that taxonomy-- or
process of determining how all the offers from brands should be broken down
into distinguishable pieces, has held its grip on the marketing industry.