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He convincingly argued that the seller's
paradigm of the four Ps ? product, price, place and promotion ? should
become the four Cs of a buyer's or customer's mix as propounded by Robert
Lauterborn (1990) in an interview with Mazur (1991?2). Kotler's name is truly
synonymous with marketing. The fact that just about every student and
practitioner of marketing has studied and benefited from his work is a testament
to his contribution to marketing thinking and practice.
In a customer-oriented marketing mix, product becomes value to the
client or user, i.e. customer value; price becomes cost to the customer and
includes time and energy cost; place for the customer is convenience and promotion
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