There's an age-old marketing conundrum that is the profession's equivalent of the chicken and egg. That is, which comes first, the product or customer need? The consensus for the past 50 years has been that starting with a product keeps things simple. Thus was born the four Ps method of the marketing mix, beginning with product and including price, place and promotion.

Nelson suggests an alternative system. But her idea is unlikely to gain as much traction. While not perfect, the four Ps, if applied properly, remain the best way to frame a marketing mix. To claim, as Nelson does, that the system has destroyed business is ludicrous.

Her preferred Isaiah model starts with insight. As this comes before product, it seems to suggest collecting all sorts of information on all possible customers. But information is expensive and it makes sense to have at least an idea of the product that you are collecting information about. This is a muddled book. Isaiah could be a useful framework, but it does not need the ritual slaughter of the four Ps to stand up.