Focusing on a customer

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Marketing is a discipline in constant development. And as such, it is susceptible to change: paradigms evolve and perspectives take different directions. One of these paradigms can be evidenced by the 4 Cs of marketing method, developed by Robert Lauterborn in the 90s as an evolution of McCarthy's 4 Ps strategy . The most outstanding characteristic of the 4 Cs of marketing is the fact that it considers the consumer . That is, if before the 4 Ps focused a lot on the product and little on the customer, the 4 Cs of marketing emerged to reverse this process.


So, discover, in this post, what the 4 Cs of marketing are and how you can use Phone Number List this method to increase your marketing strategy . Marketing of the 4 Ps Before knowing the 4 Cs of marketing, it is important to define the 4 Ps of marketing strategy . This theory was developed by Jerome McCarthy and widely disseminated by professor and book author: Philip Kotler . The 4 Ps refer to the 4 pillars that support a company's marketing strategy: Product : Refers to a series of aspects related to the study and development of a product or service.





Price : Covers all operational price choices in terms of strategic objectives. Plaza : Refers to the choice of distribution channels indicated in the marketing strategies . Promotion : Includes promotional activities , including advertising, sponsored ads, direct marketing, merchandising, etc. The concept of the 4 Cs of marketing Focusing on a customer-oriented strategy , in 1993 Robert Lauterborn proposed the new concept of the 4 Cs of marketing to integrate it with the traditional 4 Ps method. The difference is based precisely on the approach to the consumer. In the 4 Ps of marketing model, the central focus is always the product.