Extra Marketing Mix P - Principles
There is a basic misunderstanding by some of the commentators. The Ps are internal factors in control of the business and an error in one of them can cause failure of the whole mix. For example get the right product, right price, right promotion, right place (4Ps) and have poor sales staff (people), display it badly (physical evidence) or have long queues (process) and it can still fail. I have been adding Principles
to the mix for my students because customers are making decisions based on the ethical stance of businesses now.