The 4 Ps of Marketing have always been the framework of Marketing. Much effort has been made to redefine the 4 Ps and concepts such as "Probe", "People" etc. have been floated from time to time. But 4 Ps have stayed firm in their place.
But in the new Era, Marketing is essentially about CUSTOMERS. But the 4 Ps are about the Marketing Manager!! Thats a dichotomy now, isnt it?
Bob Lauterborn, James L Knight, Professor of Advertising at the University of North Carolina offers a very different critique of Marketings main framework. He suggests, that the focus needs to be shifted and the needle needs to rest on the CUSTOMER.
So folks, Reengineers your 4Ps into 4Cs.
CONSUMER Wants & Needs in place of Products
CONVENIENCE instead of Place
COST to the customer instead of Price
COMMUNICATION instead of Promotion
Time to translate the Marketing Tools into Customer Experiences
