Differences between 4P and 4Cs in Marketing Theory

4P is a marketing term. Professor McCarthy, an American marketing scholar, put forward four marketing mix strategies of "product, price, channel and promotion" in 1960s. The first letter of the word product, price, place and promotion is abbreviated as 4P.

With more and more fierce market competition and faster media communication, 4Ps theory has been challenged more and more. 1990, American scholar Professor RobertLauterborn put forward 4Cs marketing theory corresponding to traditional 4Ps. 4C (Customer, Cost, Satisfaction, Communication) marketing theory is oriented by consumer demand, which redefines four basic elements of marketing mix: targeting consumer demand and expectation.