4Cs of Marketing

By: A Staff Writer

Updated on: Jul 19, 2024

What: Aims to be more customer-centric than the 4Ps with: Customer (needs & wants), Cost (total cost to the customer), Convenience (easy to buy), Communication (two-way dialogue).

Who: Robert F. Lauterborn in 1990.

Why: Reflects changing times – it’s not enough just to blast marketing at people. Entrepreneurs need to truly understand the customer.

When: Alongside the 4Ps, offering a different lens to refine your marketing approach.

How:

1. 1. Analyze your current offering under the 4Cs framework.
   2. Find areas to improve the customer experience, not just the product itself.