Editing Marketing (section)

==== Criticisms ====
One of the limitations of the 4Ps approach is its emphasis on an inside-out view.<ref>{{Cite book|title=Riding the Waves of Change|last=Gareth|first=Morgan|publisher=Jossey-Bass|year=1988|isbn=978-1555420932|url-access=registration|url=https://archive.org/details/ridingwavesofcha00morg}}</ref> An ''inside-out'' approach is the traditional planning approach where the organization identifies its desired goals and objectives, which are often based around what has always been done. Marketing's task then becomes one of "selling" the organization's products and messages to the "outside" or external stakeholders.<ref name=":1">Kerr, F., Patti, C. and Ichul, K., "An Inside-out Approach to Integrated Marketing Communications: An International Perspective", ''International Journal of Advertising,'' Vol. 27, No. 4, 2008, pp. 531–40</ref> In contrast, an ''outside-in'' approach first seeks to understand the needs and wants of the consumer.<ref>Porcu, L., del Barrio-Garcia, S., and Kitchen, P.J., "How Integrated Marketing Communications (IMC) works? A theoretical review and an analysis of its main drivers and effects/ ¿Cómo funciona la Comunicación Integrada de Marketing (CIM)? Una revisión teórica y un análisis de sus antecedents Efectos", ''Comunicación y Sociedad,'' Vol. XXV, Núm. 1, 2012, pp. 313–48</ref>

From a model-building perspective, the 4 Ps has attracted a number of criticisms. Well-designed models should exhibit clearly defined categories that are mutually exclusive, with no overlap. Yet, the 4 Ps model has extensive overlapping problems. Several authors stress the hybrid nature of the fourth P, mentioning the presence of two important dimensions, "communication" (general and informative communications such as public relations and corporate communications) and "promotion" (persuasive communications such as advertising and direct selling). Certain marketing activities, such as personal selling, may be classified as either ''promotion'' or as part of the place (i.e., distribution) element.<ref>{{cite journal | last1 = van Waterschoot | first1 = W. | last2 = van den Bulte | first2 = C. | title = The 4P Classification of the Marketing Mix Revisited | journal = Journal of Marketing | year = 1992 | volume = 56 | issue = 4| pages = 83–93 | doi = 10.2307/1251988 | jstor = 1251988 }}</ref> Some pricing tactics, such as promotional pricing, can be classified as price variables or promotional variables and, therefore, also exhibit some overlap.

Other important criticisms include that the marketing mix lacks a strategic framework and is, therefore, unfit to be a planning instrument, particularly when uncontrollable, external elements are an important aspect of the marketing environment.<ref>Constantinides, E., "The Marketing Mix Revisited: Towards the 21st Century Marketing", ''Journal of Marketing Management,'' Vo. 22, 2006, pp. 407–38</ref>