Continue Using Them? of Course Yes, These 4p's Are in the Market Because They Are the Market, but the Evolution of the Environment Has Made Them Adapt or Increase. from the 4p's to the 4c's of Marketing in the Late 1990s a New Theory Was Proposed. 30 Years After the 4p's, It Was Necessary to Put the Product Aside a Bit to Focus on the Customer And, Therefore, on the 4c's (Anglo-Saxon Term): Customer, Cost, Convenience and Communication . Without a Doubt , the Digital Age Has Been Decisive in This Change . So Much So That the 4c's Are the Key, for Example, Within Social Networks . the Perspective Regarding the Client Changes Radically. the Customer Goes from Being a
Consumer to Being a Person. the Focus, Previously Focused on the Product, Changes to Make the Customer the Protagonist in Every Way. So He Becomes a Prosumer, Companies Create the Products He Asks For. the Price Changes by Cost, Because executive list a Product No Longer Only Costs Money, It Is Time and Effort. in Other Words, a Store Can Offer a Low Price for Its Product, but If It Is Very Far from Your Home, You Will Probably Prefer to Buy in a Nearby Store at a Slightly Higher Price. Therefore, the Company Must Study These Two Factors That Are More Decisive Than the Price. Related to the Client 'S Time, We Have the Change of Place for That of Convenience. the
Company Acquires the Responsibility of Establishing an Efficient Distribution That Is Affordable for the Client. It's About Making Your Life Easier. Conventional Advertising No Longer Works. Customers Communicate Differently and So Should the Company. Promotion Gives Way to Communication. for This, the Ideal Is to Establish Direct, Interactive and Relational Communication. Not Only Is Information About the Products but an Experience Is Created Around Them. for Kotler, Applying the 4c's Guarantees That "Companies Have a Good Chance of Surviving