Instead of the 4Ps, the 4Cs model came to better represent marketing strategy. As the model indicates, customers are now at the heart of marketing communications, which is oriented around their needs, ...

For many organizations, COVID-19 has turned the 4Ps of marketing—product, place, price, and promotion—into 4Cs: confusion, calamity, chaos, and complexity. The situation calls to mind Atul Gawande's ...

For decades, Philip Kotler’s 4Ps—Product, Price, Place, and Promotion—were the holy grail of marketing. They sat in MBA textbooks, powered corporate strategies, and helped build the giants ...