Megamarketing

Megamarketing is a term coined by U.S. marketing academic, Philip Kotler, to describe the type of marketing activity required when it is necessary to manage elements of the firm's external environment (governments, the media, pressure groups, etc) as well as the marketing variables; Kotler suggests that two more Ps must be added to the marketing mix: public relations and power.

External links

• Materials from Harvard Business Online

References

• Philip Kotler, 'Megamarketing', Harvard Business Review (March-April 1986)