What are four C's in marketing?

Understanding the Modern Marketing Mix: The 4 C's

Traditional marketing used to revolve around the classic 4 P's—Product, Price, Place, and Promotion. However, today's landscape requires a much more customer-centric approach. Bob Lauterborn’s modern framework shifts the focus entirely to the buyer, replacing those older pillars with Consumer wants and needs, the Cost to satisfy those needs, the Convenience to buy effortlessly, and two-way Communication instead of one-way broadcasting.

Beyond strategy, executing a successful campaign relies heavily on marketing communications. According to Jobber and Fahy, hitting the mark means mastering four additional C's: Clarity to ensure your message is instantly understood, Credibility to build essential trust with your audience, Consistency across all channels to strengthen your brand identity, and Competitiveness to stand out clearly in a crowded marketplace.