The Four Cs marketing mix

Consideration of the four (or seven) Ps isn’t the only approach to assessing an organisation’s marketing mix. In fact, the traditional Ps approach is highly concentrated on the operations of an organisation rather than the requirements of its customers.

An alternative approach is to consider the Four Cs:

  • Customer needs and wants
  • Cost to the customer
  • Convenience
  • Communication

(Source: Tyler, 2007).

Leave a Comment

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s