15 March 2001

The Power of the Fifth P

When the importance of employees to brand marketing is ignored, the cost is huge

by William J. McEwen
Author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer"
Marketing 101 reduces the main determinants of customer loyalty to the familiar Four Ps: Product, Place, Promotion and Price. But a fifth P is typically left out of the reckoning: People. The delivery of the brand promise often happens by human agency at the point of sale and proceeds through service, complaint, and resale. Yet marketers, who have the bottom-line responsibility for brand health, rarely focus on the Fifth P.
William J. McEwen, Ph.D., is Global Practice Leader for Gallup's Brand Management practice. He is the author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer."
Learn More >>
The content you are attempting to access is for subscribers to the Gallup Management Journal. You can subscribe by choosing the GMJ as one of your subscription selections under My Account. If you are already a subscriber, please log in.
Login
Subscribe
Subscribe To GMJ
See Also

Call Center Forum

At the Call Center Forum, participants have the opportunity to learn and share best practices and challenges in running dynamic call centers. Gallup will present its latest research on call centers and call center management, and each attending organization will have the opportunity to present its current management initiatives.

The event will take place on November 12-13, 2008, in Washington, D.C. To learn more about the event or to register, visit the Call Center Forum page on the Gallup Consulting Web site, or contact Mary Penner-Lovci (212.548.2940, Krista Volze (402.938.6001) or Amy White (609.279.2233).

For a complete schedule of learning opportunities, visit the Gallup Learning Events page.

Copyright © 2008 Gallup, Inc. All rights reserved.
Gallup®, A8™, Business Impact Analysis™, CE11®, Clifton StrengthsFinder®, the 34 Clifton StrengthsFinder theme names, Customer Engagement Index™, Drop Club®, Emotional Economy™, Employee Engagement Index™, Employee Outlook Index™, Follow This Path™, Gallup Brain®, Gallup Consulting®, Gallup Management Journal®, GMJ®, Gallup Press®, Gallup Publishing™, Gallup Tuesday Briefing®, Gallup University®, HumanSigma®, I10™, L3™, PrincipalInsight™, Q12®, SE25™, SF34®, SRI®, Strengths Spotlight™, Strengths-Based Selling™, StrengthsCoach™, StrengthsFinder®, StrengthsQuest™, TeacherInsight™, The Gallup Path®, and The Gallup Poll® are trademarks of Gallup, Inc. All other trademarks are the property of their respective owners. These materials are provided for noncommercial, personal use only. Reproduction prohibited without the express permission of Gallup, Inc.