4C's is the new more developed concept of Marketing Mix. It should completely replace 4P's as it is no longer satisfying business needs. Do you agree?

Shakespeare once said: “what’s in a name?” This is an interesting article but I would argue that the 4 P’s and the 4 C’s are the same save for the name itself. The only difference here is approach: one from a business/sales direction and one from a customer direction. Depending on the business, one approach will naturally make more sense than the other. Many businesses have been approaching the 4 P’s from a customer standpoint for years, effectively turning them into the 4 C’s long before Lauterborn came up with his concept. Also, if businesses always approached from the Consumer standpoint, rather than the Product, I would argue we wouldn’t have things like the iPad for example. Consumers never said they wanted it, instead Apple said they were going to make it and then consumers will want it. As Henry Ford once said, “If I had asked people what they wanted, they would have said faster horses.”

Hi Kateryna,

I regard the 4C's as a guideline to help you envision how to run a better business and connect with your target markets. Are they the only and best model for every business or organization? Maybe not . Review to see how they fit your situation and if you can plan and utilize the "concepts" of the 4's do it! If they don't find exactly that's OK. There are other models that may work as well.

Victor Mykolaichuk