Marketing today operates in a complex business environment. Multiple teams—from sales and finance to design, operations, and customer service—contribute to identifying opportunities, designing solutions, and bringing them to market. In this setting, marketing cannot remain a siloed function. It must serve as a facilitator and a shared engine for decision-making and growth.
This site is designed to help companies meet that challenge. Its goal is practical: to make marketing easier to navigate, more inclusive across functions, and better aligned with business priorities. We aim to support not only marketing professionals but also everyone involved in shaping the company’s direction—regardless of their function.
In an age of artificial intelligence that provides immediate access to multiple sources of information with impressive synthesis, the role of human intelligence remains essential for making sound decisions that benefit the company. This is a key element behind the introduction of the Decision chapter in the marketing mix, reemphasizing the importance of asking “why” and ensuring clear alignment with objectives.
At the heart of our approach is a simple idea: the “why” matters most.
We emphasize the “why”—the fundamental business needs and priorities that underpin all marketing efforts. At its most effective, marketing helps make business decisions that determine a company’s future. This critical role led to the inclusion of our novel Decision chapter within the marketing mix.
This chapter is dedicated to precisely formulating key business questions, ensuring their scope and objectives are clearly defined before engaging resources. By grounding all marketing actions in a clear “why,” teams can align more easily, share ownership of goals, and reduce the risk of wasted effort or miscommunication.
We recognize that all company functions contribute to marketing. Identifying opportunities, developing solutions, and delivering them to the market is a collective effort involving sales, finance, design, manufacturing, and customer service. In this environment, marketing acts as a facilitator and a company-wide engine, engaging teams to share resources and skills to make business decisions collaboratively.
This site aims to make marketing more accessible and comprehensible for those indirectly involved in marketing activities, providing methods and tools that benefit both individuals and the entire company through better alignment and coordinated efforts. It also assists marketing professionals in organizing their function to effectively support the company as a unified team.
Over the years, the marketing mix—first introduced in the 1960s as the 4Ps (Product, Price, Place, Promotion)—has evolved to include Market and Customer, making the approach more externally focused and customer-centric.
The benefit of the marketing mix is its ability to break down big business questions into manageable parts—“divide and conquer” applied to marketing. But knowing which tools to use, and in what order, isn’t always straightforward. Should you analyze the market or customer needs first? When should you look at the competition?
The key to effective marketing is to focus on business needs—the “why.” Good marketing starts by evaluating which business questions should be addressed first, even before considering the techniques to solve them.
This site takes a different path. It focuses on simplicity and relevance—offering a small number of clear sections designed to help you:
Rather than overwhelm you with options, we aim to help you navigate with confidence—using tools that are practical, sometime free, and grounded in an intelligent sequence of business questions.
This site is dedicated to helping you determine the right course of action, whether you’re in a marketing function or not. The goal is not to multiply the number of marketing mix chapters, but to help you navigate efficiently across them, focusing on the most effective path.
Marketing is also cyclical. Companies regularly revisit market positioning, strengths and weaknesses, and new opportunities—sometimes annually, sometimes more often. These reviews require coordination across functions, with marketing orchestrating both long-term plans and short-cycle adjustments.
The new Decision section supports this coordination by helping identify and prioritize company needs. The site’s six chapters align with classic business questions—why, where, who, what, how, and when—making navigation easy and logical.
Beyond methodology, we provide a library of efficient, user-friendly marketing tools designed to support you at every step. Our objective is to make these tools simple and focused on addressing specific business questions. Whether you’re developing a marketing plan, launching a product, or aligning sales, you’ll find practical answers here. Most tools are free, and we encourage you to use and adapt them.
This is why the site introduces a new take on the marketing mix—designed not to add complexity, but to simplify it. It is built around a practical objective: to facilitate marketing by making it easier to navigate, more inclusive, and more aligned with actual business priorities.
We warmly welcome your feedback and suggestions.
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