For any business to be successful, a good marketing strategy is vital. In basic terms marketing is about giving potential customers information about your products or services and the reasons that they should choose your company.

Good marketing educates customers so that they can find the products they want, make better and more informed choices about the products, and get the most value from them. Marketing helps facilitate exchanges between buyers and sellers for mutual benefits for both parties.

The same marketing principles have been around for decades. There are four original marketing principles known as the 4Ps or the marketing mix. By mixing these four ingredients in different ways, you can produce a synergy between all four that drives product adoption within your target audience.

They are interdependent and work together to complement and align all the parts of a marketing plan. The marketing mix is fluid, allowing the marketing team to be able to emphasise any one area as needed based on marketing conditions and what’s best for the targeted audience.

The 4 basic marketing principles are product, price, place and promotion.