the 4Es

"Many of us grew up with the Four Ps of Marketing: Product, Place, Price and Promotion. Do you know when the Four Ps of Marketing were invented? In 1960, by Jerome McCarthy. They were made leading-edge by Philip Kotler in his book Principles of Marketing in 1967.

The Four Ps thrived in a different world. It was a wonderful fantasy world. Marketers were king. Product differences lasted. Big, obedient audiences could be reached with big, efficient media.

What is the world of marketing today? The consumer has seized control. Audiences have shattered into fragments and slices. Product differences can last minutes, not years. The new ecosystem is millions and billions of unstructured one-to-one and peer-to-peer conversations. (...) We need a new framework. And a new tool kit.

from Product to Experience
from Place to Everyplace
from Price to Exchange
from Promotion to Evangelism."

From this article by Ogilvy & Mather. Worth taking a look at. The overall concept is extremely valid, despite one or two annoying buzzwords.