Behavioral economics believes consumers follow a psychological purchase journey. Broadly speaking, people follow a six-step pathway from the moment they are first introduced to a brand through when they choose to transact.

When embarking on new marketing strategies and campaigns, the first step we all need to take is establish what we want to gain. What does success look like? What do we want to achieve that our existing marketing hasn’t?

The second step is to determine what has prevented that success? In nearly every scenario, you’ll find the causes of — and solutions to — these obstacles can be attributed to at least one of the 5 C’s and/or the 4 P’s of marketing.

The “4 P’s of Marketing”, also called the Marketing Mix, is a common way to describe marketing strategy. They stand for Product, Price, Place, and Promotion. Normally, these 4 P’s are depicted as a continuum, each playing equal parts toward marketing effectiveness. We at The Saltzman Company believe something a bit different: the Four P’s is a hierarchy.