What do 4p and 4c mean in network integrated marketing?

The traditional marketing strategy is the 4P combination proposed by Professor McCarthy, that is, product, price, channel and promotion. The starting point of this theory is the profit of the enterprise, but it does not put the customer's demand on the same important position as the profit of the enterprise. The interactivity of the network makes customers really participate in the whole marketing process, and the initiative of participation and choice has been strengthened. This determines that network marketing first needs to integrate customers into the whole marketing process and start the whole marketing process from the customer's needs. Accordingly, a group of marketing scholars led by Professor Schultz put forward 4C marketing theory, that is, consumer demand, cost, convenience and communication. Therefore, the mode of network marketing is based on consumer demand, and the marketing decision (4P) is to realize the maximization of enterprise profits on the premise of meeting 4C requirements, and finally realize the satisfaction of consumer demand and the maximization of enterprise profits. Under this new marketing model, the relationship between enterprises and customers has become very close, even unbreakable, forming a "one-on-one marketing" relationship. This marketing framework is called network integrated marketing, which always embodies the characteristics of customer-oriented and continuous interaction between enterprises and customers.