... chapter, the best scenario is when the implementer and the client func-tion as a team, both focusing on their overall goals and constantly and franklydiscussing the steps ahead in the campaign.16CHAPTER ... determinants to influence the dependent variables the behaviorsof the target market. The 4Ps should be developed and presented in the following order, with the product strategy at the beginning of the ... observed: the genius of modern marketing is not the 4Ps, or audience research, or even ex-change, but rather the management paradigm that studies, selects, balances, andmanipulates the 4Ps to...