Achebe And Adichie: How 4Ps Impact Success Of Literary Brands - By Uzochukwuamaka Otoh

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THE 4ps of marketing as developed by Jerome McCarthy in 1960 was later upgraded to include 3 more ps. The original price, place, promotion and product were later improved to include 3 other necessary factors of marketing, people, physical evidence and process. As with many theories of marketing, which are more consistently applied with product brands, the theory of the 4ps has yet to find full expression in its ability to positively impact the equity of service and personality brands.
Literary brands as with other brand types often go through a series of metamorphosis, which render them better and more refined. Literary icons such as Wole Soyinka, Chinua Achebe, Ben Okri and Chimamanda Adichie have come to define themselves via their style carving a unique niche thereby making them literary brands to be reckoned with the world over."

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