Citation:

Dr. Deepak Paliwal, Puttanna K, Vaishnavi S Hosur. "The 6 Ps Reimagined: A Purpose-Driven Blueprint for Modern Marketing Strategy" International Research Journal of Economics and Management Studies, Vol. 5, No. 1, pp. 18-24, 2026. Crossref. http://doi.org/10.56472/25835238/IRJEMS-V5I2P103

Abstract:

The marketing mix, traditionally framed as the 4 Ps—Product, Price, Place, and Promotion—has long served as the foundation of tactical marketing planning. Yet, its production-oriented character has been critiqued for inadequately addressing the complexities of modern, customer-centric and service-driven economies. Subsequent expansions, including the 7 Ps, sought to adapt the framework to intangible services, but the proliferation of augmented models has created conceptual ambiguity, particularly surrounding the “6 Ps.” This article resolves the definitional contradiction by distinguishing between operational variants and advancing a strategic, purpose-driven model. Through a structured theoretical review, it establishes the Purpose-Driven 6 Ps (Purpose, People, Product, Price, Place, Promotion) as a cohesive framework for aligning marketing with corporate governance, ESG imperatives, and stakeholder capitalism. The analysis demonstrates how integrating Purpose and People repositions marketing from a tactical toolkit to a strategic philosophy, enabling organisations to achieve long-term viability, ethical alignment, and competitive advantage. Managerial implications highlight the necessity of cross-functional cohesion, digital adaptation, and governance metrics, while future research avenues include quantitative modelling of purpose, cross-sectoral case studies, and technological integration. The study concludes that the Strategic 6 Ps framework offers a robust blueprint for senior managers navigating the digital economy and advancing sustainable stakeholder value.

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Keywords:

Marketing Mix, 6 Ps Model, Stakeholder Capitalism, Corporate Governance, People-Centric Marketing.