Robert Lauterborn proposed a new version of the marketing mix 4C in 1990, thirty years after 4P's McCarthy. It emphasised the consumer's perspective. The manufacturer or marketer is more impressed by the marketing mix of Jerome McCarthy's version and Borden, which contains 4P. While the Lauterborn version places a greater emphasis on the customer's viewpoint. The marketing mix is defined by Lauterborn as follows: • Customer Value (something that consumers value) rather than Products • Cost rather than Price • Convenience rather than Location • Communication rather than Promotion On a strategic level, he defined 4C as his definition of the marketing mix.

Rayhan E.R

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