SMART MARKETING
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This marketing mix framework is based on the four Ps but introduces modern terminology and shows how the elements interact to influence purchase and generate revenue. Brand predisposition (or equity) reflects the long-lasting effects of marketing communications and user experiences. Path to purchase impact reflects the direct influence of product availability, visibility, sales activity and pricing versus alternatives.

This short video explains the framework in more detail.
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  • Home
  • Books
  • Illustrations
    • Marketing
    • Brand Development
    • Brand Experience
    • Innovation
    • Communications Strategy
    • Media Characteristics
    • Creative Content
    • Pricing & Sales Promotion
    • Measurement
    • Data and Analysis
    • Brand Review & Planning
    • Brand Extension
    • Mental Processes
    • Business
    • Case Examples
  • Articles
  • Media
  • Services
    • Consultancy
    • Speaking Engagements
    • Training for B2B Professionals
    • Market Research Training
    • Visualisations
  • Contact