Four Cs
With the move toward a more consumer-oriented approach to marketing, the four Cs model was developed by Robert Lauterborn and—as claimed by Kussmaul (2012)—supported by Philip Kotler. In today’s world of one-to-one marketing, it makes more sense to consider the elements of the marketing mix from the customer’s perspective. It takes account of increasing use of the Internet and mobile media (see Figure 35.1).
Figure 35.1 Transformation of marketing mix to four Cs
In terms of research, it provides a different aspect to the type of information gathered. For example, the researcher will now:
• Look for functionality ...
Get Marketing and Management Models now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
