The 4 C's of Marketing

Chris Brown on the Marketing and Branding Blog talks about the C's of marketing

In a customer-centric era where
1.organisations aim at gaining competitive advantage by creating and managing excellent customer relationships
2.The emphasis is as much on customer retention as customer aquisition,

marketing tools have also evolved from being product focussed and seller focussed to customer focussed.From a buyer's point of view, each marketing tool aims at delivering a customer benefit.

In the words of Philip Kotler, a parity can be established between how the 4 P's( of marketing deliver a customer benefit and can pave way for the 4 C's of marketing

Four P's vs Four C's
Product=Customer Solution
Price=Customer Cost
Place=Convenience
Promotion=Communication

Success will arrive at a company's doorstep when it uses the correct combination of the 4 C's and by developing products as per customer needs, provides economically viable options conveniently to it's customers through the appropriate means of communication.