The Four Ps of Marketing were invented in 1964, by Jerome McCarthy as a means of translating marketing planning into practice. They were made leading edge by Philip Kotler in his book Principles of Marketing in 1967.

The critics of Four Ps of Marketing based marketing mix suggest that it (1) is internally oriented, (2) does not consider customer behavior, (3) regards customers as passive, and (4) does not allow interaction with consumers/customers and cannot capture relationships.

Do you agree with the critics of Four Ps of Marketing? Why, or why not?