The following tools and frameworks have been included in this book for two reasons. Firstly, because they are powerful tools which are commonly used to help solve business problems. And secondly, whilst they don’t fit exactly into the OBTAIN process, they can be used to complement the different stages of the process, or as individual stand-alone techniques.
Table 9.1 shows where the critical business tools and frameworks can be used in the OBTAIN process.
The 4Ps of marketing (also known as the ‘marketing mix’) helps you understand how to position your market offer.
The 4Ps is most commonly ...