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

Marketing Mix | The 4Ps
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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. Co-creation 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 customers ba (...) Read more? Sign up for free

  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

@Victor Inambwae: The four Cs Model is also useful (...)

  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

@Garth Sutherland: Agreed, life evolves and that i (...)

  Shubhi Kotiya
CxO / Board, Germany
 

The Key in 4C's is Customer

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

 

More on Marketing Mix | The 4Ps
Summary
Forum
4P Implementation Steps. Order of Implementing the 4Ps?
Add Image to Marketing Mix: 4P + I
4S Web Marketing Mix
Customer in Center of 4Ps
Customers' Value Bundle
The five V's for Marketing Mix
Kotler's New 4C Marketing Mix for the Digital Economy
The 5 Product Levels Model (Kotler)
New Marketing Mix Concept: SAVE
Necessary Skills of Marketers
The Role of Culture in Marketing Mix : C4P's ?
4Ps are Not Optional, but Key Issues that MUST be addressed
How the Marketing Mix Influences Operations
Marketing Mix Modelling
What are the Implications for 4Ps if the Exchange Rate Changes
Best Practices
Before using the Marketing Mix
4th P includes Image and Reputation
Impact of Marketing Plan on Employees?
Marketing Mix in Recession
Marketing Mix P's for Online Companies
Marketing of Services and Non Purely Physical Products?
Quotes on Marketing Mix
Examples of Marketing Mix
Marketing = Marketing Mix + Customers = 4P's + C
Marketing Mix Alternatives
Marketing Mix for Business Planning
Promotion Mix | Marketing Communications Mix
What About This Period
4Ps renamed: the SIVA model
Why is Using the Marketing Mix Important?
Add a Living Element to the Marketing Mix
What is the 5P's Marketing Mix?
Special Interest Group
Leigh Cowan
CEO
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