“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