Marketing has evolved over the decades. The power has shifted from the company to the consumer. In order to be successful, we need to adopt a customer-oriented or market-oriented approach.

Looking at only financial metrics can lead to myopic and dysfunctional decision making. The Balanced Score Card focuses on four important facets for better business planning, performance measurement, strategy comprehension, communication and the alignment of strategy and operations....

With the all spanners that the Internet and electronic tools and methodologies have thrown into the business landscape, what has happened to the four Ps of  marketing? They used to refer to Product, Price, Place and Promotion. Are these redundant now?