The 'four Ps,' like anything else 50 years old, have been updated to reflect modern business realities. Nowadays, it's more useful to consider not only the 'four Ps,' but also an equivalent 'four Cs,' the 'four Cs' being from the perspective of your customer. The new 'four Cs' are intended to reflect the general shift away from mass marketing — in which marketers treated customers as a faceless mass — and toward niche marketing, which often resembles a one-on-one conversation.

Darwin Issac

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