Obviously, if you have no relevant equity using the 3Ps, the only strategic element you have left is price. Put another way, price is what something costs. Value is what it's worth. If the 3Ps can't build equity, we end up in a spiraling price war that inevitably deteriorates margins and bankrupts companies. All this happens because we cling to the obsolete definition of marketing as "managing the flow of goods and services from manufacturer to consumer