Following McCarthy's marketing concept 4P (product, price, place, promotion) and Kotler's usage of it, the author searches and finds its origins in the work of the economist Edward H.Chamberlin. "Chamberlin's" 4 Ps table is based on the restructured interpretation of his Theory of Monopolistic Competition. Using "partial partial" static equilibrium method, the variations of each "P" are concisely explained as a the short-run competitive advantage of the firm. Taking the perspective of marketing theory, the author argues that Chamberlin's analysis of the obstacles, which prevent the tendency of the formation of long run equilibrium of the firm in the monopolistic competition,are more important compared to his emphasis on the long run allocative inefficiency and excess capacities of the monopolistic competition.
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