Still more (and new and improved) marketing P's!

I just found a revised version of the four P's of marketing:

Author and consultant Idris Mootee came up with the concept of “New 4Ps” model in 2001 in his book High Intensity Marketing (SA Press 2001) to supplement the traditional marketing 4Ps. They are Personalization, Participation, Peer-to-Peer and Predictive Modeling. Today,these are the directions that cutting edge marketing is advancing.

The first “P” is the simple idea of “Personalization” which now takes on a whole new meaning. The author refers to customization of products and services through the use of the Internet. Early examples include Dell on-line and Amazon.com, but this concept is further extended with emerging social media and advanced algorithms. Emerging technologies will continue to push this idea forward.

The second “P” is the concept of “Participation”, it is to allow customer to participate in what the brand should stand for; what should be the product directions and even which ads to run. This concept is laying the foundation for disruptive change that we have yet to see the full impact with the degree of democratization brought about by this idea. By enabling each of us to create and publish our own stories, the power of deciding what we read; listen and watch has spread from a handful of media companies to anyone with a camera, a connection and a computer.


The third “P” is “Peer-to-Peer” which refers to customer networks and communities where advocacy happens. The historical problem with marketing is that it is "interruptive" in nature, trying to impose their brand on the customer. This is most apparent in TV ad, which pushes out its own idea of what brand is without engaging the customers. These "passive customer base" will ultimately be replaced by the "active customer communities". Brand engagement happens within those conversations. P2P is now being referred as Social Computing and will likely to be the most disruptive force in the future of marketing.

The last “P” is “Predictive Modeling” which refers to neural networks algorithms that are being successfully applied in marketing problems (both a regression as well as a classification problem).

I am wondering if Mootee's P's are better, or the original McCarthy 4 P's (product, price, placement, promotion)....any thoughts?