By Lorenzo Duca

In the last twenty years the way the firms create their marketing campaigns is radically changed. It has been already established that the “Four Ps classification” by Jerome McCarthy that consisted in dividing the various marketing activities in four categories (Product, Price, Promotion, Place), is not the whole story anymore. In fact, if before the correct use of this tools were enough to create a well-done marketing campaign, nowadays consumers have become more and more aware of what they are purchasing and, as new competitors appeared on the markets, the companies switched their focus form the promotion of the product itself to the people they are selling to.