What is the Unique Buying Proposition

Integrated marketing guru, Bob Lauterborn, chats with Alan about what integrated marketing communications really is: a thinking process. It's about being where your customer is looking! Bob suggests shifting to an "outside-in" view from an "inside-out" view.  

He believes the four P's of marketing are a flawed premise and can be detrimental to your business today. Alan and Bob also discuss the UBP - the Unique Buying Proposition and how it's replaced the Unique Selling Proposition.

About Our Guest

Bob Lauterborn has decades of experience in the world of advertising. In 1986, he became the first James L. Knight Professor of Advertising in the School of Journalism and Mass Communication at University of North Carolina at Chapel Hill. In 1999 he was inducted into the Business Marketing Hall of Fame and awarded a the G. D. Crain, Jr. Award. Bob co-authored the best selling book Integrated Marketing Communication, and The New Marketing Paradigm.