“It was in rebuttal to the 4P’s concept that had been the cornerstone of marketing teaching since 1960 or so (and still may be, in many places). I felt that the 4P’s was wrong-headed because it looked at the marketing process from the company out, instead of from the customer in, which I felt was backwards.” Point Of ViewCustomerMarketing Mix4c SMarketing Process4p S Author:Robert F. Lauterborn
“The 4P’s was about “What does the marketer want to say?” while the 4C’s asks “What does the customer need to hear that the marketer can say?” MarketingCustomerMarketerMarketing MixRobert F Lauterborn Author:Robert F. Lauterborn