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The Standard e-Paper
Kenya’s Boldest Voice
The Standard Group Plc is a
multi-media organization with investments in media platforms spanning newspaper
print operations, television, radio broadcasting, digital and online services. The
Standard Group is recognized as a leading multi-media house in Kenya with a key
influence in matters of national and international interest.
Traditional marketing had four Ps (product, price, place and promotion). We now have nine Ps, including people, process, physical evidence, personalisation, and partnership.
The increase in Ps shows the dynamism in this field. Curiously, marketing used to be one of the most popular options in Bachelor of Commerce programmes in the 1990s and 2000s - perhaps riding on the liberalisation of the Kenyan economy. Looking at the recent graduation lists, marketing has lost its lustre despite the rising competition in the market driven by digitalisation and globalisation.
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