So I guess you are wondering what the extra 12 Ps are? Well, here is the list and what each one means...

Product, Price and Promotion = self explanatory
Place = channels to markets
Plans = marketing strategy, tactics, campaign, communications and resource plans
Profit = £ or $ or Euro, because without it what's the point?
Proposition = what are you offering?
Perception = what do people think you are offering
Personality = brand values, attributes the personality
Performance = how will you know when you achieve the goals - what are you KPIs?
People = you can't survive without them - employees or customers
Processes = what you do, how you do, when you do it
Protection = how to avoid those business disasters?
Proactive Perfection = without it no-one is going anywhere!