Business studies courses have covered the 4Ps for 50 years, treating price, product, promotion and place as if nothing has changed. But just as the place of purchase has switched from shops to computers, so promotion has been turned on its head.
Promotion is going through considerable change and consumers are leading the way. Through the medium of social networking, ‘buzz’ about products and services is being created by the people who buy them. If you try something and love it, you tweet about it. Got a complaint? Go straight to the company’s Facebook page and make your feelings known. Blogging is the latest growth area and it is changing the way we shape our thoughts and perceptions as consumers.
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