... differentiated ones; theywant to blend the two into “prodices.” Second, consumers don’t want these“prodices” made for them; they want to participate in their cocreation. THE FUTURE OF MARKETING 17Yes, ... to make the sacrificesthese big stores require, the Internet provides an opportunity to wrestback some control by dealing more directly with end users.38On the other hand, say our gurus, the ... changed since the 1960s,and the Four Ps don’t really work in the same way today. There are prob-lems with every P, as we shall see. THE PROBLEM WITH THE PSOUR VIEW THE GURU GUIDE 14$ProductPlacePricePromotionEarlier...