Kotler's New 4C Marketing Mix for the Digital Economy

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Marketing Mix | The 4Ps > Forum > Kotler's New 4C Marketing Mix for the Digital Economy

Kotler's New 4C Marketing Mix for the Digital Economy
Shubhi Kotiya, Management Consultant, Germany, Premium Member

In the digital economy the conventional Marketing Mix with 4P's must evolve to accommodate more customer participation. Kotler et al. suggest a marketing mix with four C's: Co-creation, Currency, Communal Activation and Conversation:
  • CO-CREATION: In the digital economy, co-creation is the new product development strategy. The product is developed by involving customers at the ideation stage. This increases the rate of success. also allows for customization and personalization of the products, thereby providing superior value prepositions.
  • CURRENCY: Co-created products are offered at dynamic pricing, based on market demands. In the digital economy, price is similar to currency, which fluctuates depending on market demand. Industries like airlines, hospitality, retail, and all e-commerce shopping platforms today generate huge amounts of data from their customers. Using big data analytics these industries are able to provide differential pricing to different custom (...) Read more? Sign up for free
 

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Kotler's New 4C Marketing Mix for the Digital Economy
Graham Williams, Management Consultant, South Africa, Premium Member

(...) 10-3-2020
 

 
Kotler's 4C not a New Marketing Mix
Dr. Klaus Nuehrich, Management Consultant, Germany, Member

(...) 11-3-2020
 

 
4 Ps AND 4 Cs
Alkhaly Mohamed Tahey Conde, Lecturer, Guinea, Member

(...) 11-3-2020
 

 
Kotler's 4C versus the 4P Model
Mudukula Mukubi, Business Consultant, Zambia, Member

(...) 11-3-2020
 

 
Kotler's New 4C Marketing Mix for the Digital Economy
Serwaa, Student (University), Ghana, Member

(...) 11-3-2020
 

 
Digital Technology Changes the Way You Apply the 4Ps Concept
Gandhi Heryanto, Management Consultant, Indonesia, Premium Member

(...) 12-3-2020
 

 
The 4 Cs versus the 4 Ps
Warren Miller, CPA, CFA, United States, Member

(...) 13-3-2020
 

 
Similarity Between Co-Creation and Conversation
Victor Inambwae, Zambia, Member

(...) 14-3-2020
 

 
4 C in Knowledge Industries
Alkhaly Mohamed Tahey Conde, Lecturer, Guinea, Member

(...) 14-3-2020
 

 
Role of 4 Cs
Helen Strong, Business Consultant, South Africa, Premium Member

(...) 15-3-2020
 

 
4 Ps AND 4 Cs
rustenburg, Business Consultant, Netherlands, Member

(...) 16-3-2020
 

 
Refreshing Read
Sumit Kumar Pattnaik, Student (MBA), India, Member

(...) 23-3-2020
 

         
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