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4 C's of Marketing Mix


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As 4 P's of marketing mix was basically a product oriented model, Robert F. Lauter born in 1993 proposed a 4 Cs classification model that is a consumer-oriented and more focused towards niche marketing instead of mass marketing. It can be said that 4 C's concept is a consumer-oriented version of 4 P's concept. The 4 C's of marketing mix include Consumer, Cost, Communication, Convenience etc.

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