The digital age has created additional customer touchpoints. Six more P’s have been added to the original four and address the unique B2B, Service and Retail marketing challenges and satisfy today’s larger “marketing mix”.

Process refers to handling orders, customer satisfaction and delivery methods.

Physical is the tangible interactive evidence customers encounter and the impact those interactions have on the customer's experience.

People make the difference and they are the front line of selling, servicing and for providing the best customer experience.

Two specific retail P’s stand for Personnel and Presentation. Both relate to establishing a difference, managing customer expectations and creating a unique retail experience.

Packaging is key at point of purchase and is critical in marketing perfume, cosmetics and personal health products.

The 4P “marketing mix” served us well from the 1940’s to the early 2000’s and 10 P’s will work well for today. I'm sure virtual reality, AR and AI will add even more P’s.