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

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Shubhi Kotiya, CxO / Board, Germany
🔥NEW 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 these industries are able to provide differential pricing to different customers based on t (...) Read more? Sign up for free 2-12-2020

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  Graham Williams, Management Consultant, South Africa

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

I like it Subhi but suspect that many will see it (...)

  Dr. Klaus Nuehrich, Management Consultant, Germany

Kotler's 4C not a New Marketing Mix

For me that is really not new and not at all the r (...)

  Alkhaly Mohamed Tahey Conde, Lecturer, Guinea

4 Ps AND 4 Cs

These two models are useful, but the four P are th (...)

  Mudukula Mukubi, Business Consultant, Zambia

Kotler's 4C versus the 4P Model

Interesting additional perspective, primarily good (...)

  Serwaa, Student (University), Ghana

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

This is interesting. Kotler's 4C seems to involve (...)

  Gandhi Heryanto, Management Consultant, Indonesia

Digital Technology Changes the Way You Apply the 4Ps Concept

The 4Ps concept of price, product, promotion, and (...)

  Warren Miller, CPA, CFA, United States

The 4 Cs versus the 4 Ps

I'm sticking with the 4 Ps because I don't think t (...)

  Victor Inambwae, Zambia

Similarity Between Co-Creation and Conversation

It appears to me that of the four 4 Cs that are ex (...)

  Alkhaly Mohamed Tahey Conde, Lecturer, Guinea

4 C in Knowledge Industries

@: The four Cs Model is also useful in the knowled (...)

  Helen Strong, Business Consultant, South Africa

Role of 4 Cs

For me the 4Ps are the 'what' for the strategies a (...)

  rustenburg, Business Consultant, Netherlands

4 Ps AND 4 Cs

In my opinion, it is just marketing to use new key (...)

  Sumit Kumar Pattnaik, Student (MBA), India

Refreshing Read

This discussion has given me a whole new perspecti (...)

  Maurice Hogarth, Consultant, United Kingdom

Rephrase to Imply New and Different

As pointed out the C's are not new, but more like (...)

  Garth Sutherland, Consultant, South Africa

Do the 4P's Require Clarification?

All models evolve! That is the nature of academia. (...)

  Maurice Hogarth, Consultant, United Kingdom

Clarification from Evolution

@: Agreed, life evolves and that is true for model (...)

  Shubhi Kotiya, CxO / Board, Germany

The Key in 4C's is Customer

The responses from many members from the forum ech (...)

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