The 4 Ps and 4 Cs
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Title: The 4 Ps and 4 Cs

Essay Details:

Subject: Miscellaneous
Author: Marty B
Date: June 22, 2012
Level: University
Grade: B
Length: 2 / 395

Essay text:

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 becomes communication...

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