Extending Lauterborn's 4Cs for social marketing
Book chapter
Akbar, M. Bilal, Lawson, Alison and Turner, Nick 2022. Extending Lauterborn's 4Cs for social marketing. in: Palgrave/ Springer.
| Authors | Akbar, M. Bilal, Lawson, Alison and Turner, Nick |
|---|---|
| Abstract | Lauterborn (1990) wrote in Advertising Age that it was ‘time to retire McCarthy’s 4Ps’ (p.26). With extensive experience in marketing communications and corporate advertising as well as experience as a senior academic, Lauterborn felt that the 4Ps marketing mix had had their day. McCarthy’s marketing planning model (1960) focused on the organisation’s point of view: · The product that was on offer, its features and benefits, what the organization could produce · The price the organization wanted to charge for the product · The place the organization would make the product available so that customers would see it · The way the organization planned to promote the product and the mix of communications methods they would use. Lauterborn’s 4Cs, in contrast, focused on the consumer’s point of view, turning round the 4Ps and repurposing them for a new age. Times had changed since the birth of the 4Ps – consumers had more choice than ever, had more ways of buying, more places to buy from, more ways of communicating. He felt this new focus would lead to more successful marketing planning, as the consumer was at the heart of the model. |
| Keywords | Lauterborn; social marketing; change behaviour |
| Year | 2022 |
| Publisher | Palgrave/ Springer |
| Digital Object Identifier (DOI) | https://doi.org/10.1007/978-3-030-14449-4 |
| Web address (URL) | https://doi.org/10.1007/978-3-030-14449-4 |
| hdl:10545/626284 | |
| File | File Access Level Restricted |
| Output status | Published |
| Publication dates | 03 Feb 2022 |
| Publication process dates | |
| Deposited | 16 Feb 2022, 15:58 |
| Accepted | 23 Nov 2021 |
| Contributors | University of Derby and Nottingham Trent University |
Permalink -
https://repository.derby.ac.uk/item/93106/extending-lauterborn-s-4cs-for-social-marketing
422
total views0
total downloads4
views this month0
downloads this month
Export as
Related outputs
Japanese Martial Arts practice is an effective wellbeing strategy in post-COVID: A qualitative appraisal
Veasey, C., Lieu, J., Aledeh, M., Lawson, A. and Kotera, Y. 2024. Japanese Martial Arts practice is an effective wellbeing strategy in post-COVID: A qualitative appraisal. International Journal of Spa and Wellness. pp. 1-29. https://doi.org/10.1080/24721735.2024.2374525Embedding the Sustainable Development Goals Into Higher Education Institutions’ Marketing Curriculum
Tomasella, B., Akbar, B., Lawson, A., Howarth, R. and Bedford, R. 2024. Embedding the Sustainable Development Goals Into Higher Education Institutions’ Marketing Curriculum. Journal of Marketing Education. https://doi.org/10.1177/02734753241231182Entrepreneurial performance and competition within the creative and cultural industries: Challenges for cultural entrepreneurs in a developing country
Masiye, T., Lawson, A. and Banwait, K. 2024. Entrepreneurial performance and competition within the creative and cultural industries: Challenges for cultural entrepreneurs in a developing country. in: Hill, I., Elias, S., Jones, P. and Dobson, S. (ed.) Creative (and Cultural) Industry Entrepreneurship in the 21st Century: Policy Challenges for and by Policymakers Vol: V18, Part B Leeds Emerald.Fans as consumers: psychographics and tribalism in Doctor Who fandom
Lawson, A. and Lawson, D. 2024. Fans as consumers: psychographics and tribalism in Doctor Who fandom. in: Booth, P., Hills, M., Rayner-Roberts, T. and Piedmont, J. (ed.) Adventures Across Space and Time: A Doctor Who Reader London Bloomsbury Academic. pp. 117-123Evaluation of the impact of implementing a new digital communication platform in hospital workflow
Lawson, A., Zaib, J. and Daniel, J. 2023. Evaluation of the impact of implementing a new digital communication platform in hospital workflow. The British Academy of Management (BAM) Conference. Newcastle 06 - 08 Sep 2016 British Academy of Management (BAM).Placemaking as a driver for co-creation in cultural tourism in rural Zimbabwe - the scope for creative entrepreneurs and tour operators
Lawson, A., Masiye, T. and Banwait, K. 2023. Placemaking as a driver for co-creation in cultural tourism in rural Zimbabwe - the scope for creative entrepreneurs and tour operators. The British Academy of Management (BAM) Conference. Newcastle 06 - 08 Sep 2016 British Academy of Management (BAM).Challenges for co-creation in Zimbabwe's cultural and creative industries
Lawson, A., Masiye, T. and Banwait, K. 2023. Challenges for co-creation in Zimbabwe's cultural and creative industries . The British Academy of Management (BAM) Conference. Newcastle 06 - 08 Sep 2016 British Academy of Management (BAM).Stakeholder shared value creation: a strategic analysis of academic publishing and UK higher education in the context of developing digital technologies
Lawson, A., Ahmed, S. and Baranova, P. 2023. Stakeholder shared value creation: a strategic analysis of academic publishing and UK higher education in the context of developing digital technologies. The British Academy of Management (BAM) Conference. Newcastle 06 - 08 Sep 2016 British Academy of Management (BAM).Using appreciative inquiry in business research
Lawson, A. and Veasey, C. 2023. Using appreciative inquiry in business research.Social marketing as a behaviour change strategy to increase tourists' pro-environmental behaviour
Lawson, A., Akbar, B., Tomasella, B. and Azara, I. 2023. Social marketing as a behaviour change strategy to increase tourists' pro-environmental behaviour. in: Ramkissoon, H. (ed.) Handbook on Tourism and Behaviour Change Cheltenham Edward Elgar. pp. 138-155Two-stage taxonomy for measuring success in social marketing practice
Akbar, B., Amoncar, N., Cateriano, E. and Lawson, A. 2023. Two-stage taxonomy for measuring success in social marketing practice. Journal of Social Marketing. pp. 1-18. https://doi.org/10.1108/JSOCM-11-2022-0226Conceptualizing, Embracing, and Measuring Failure in Social Marketing Practice
Akbar, B., Foote, L. and Lawson, A. 2023. Conceptualizing, Embracing, and Measuring Failure in Social Marketing Practice. Social Marketing Quarterly. pp. 1-16. https://doi.org/10.1177/15245004231187134Real work opportunities in the curriculum: three different approaches
Hancock, C., Powell, T., Day, J. and Lawson, A. 2023. Real work opportunities in the curriculum: three different approaches. in: Hansen, S. and Daniels, K. (ed.) How to Enable the Employability of University Graduates Cheltenham Edward Elgar Publishing. pp. 89-99Mind the gap: employers' and students' perceptions of skills and knowledge needed by accounting graduates in Greece
Anastasiou, E., Neary, S. and Lawson, A. 2023. Mind the gap: employers' and students' perceptions of skills and knowledge needed by accounting graduates in Greece. in: Hansen, S. and Daniels, K. (ed.) How to Enable the Employability of University Graduates Cheltenham Edward Elgar Publishing. pp. 67-78
The social marketing paradox: challenges and opportunities for the discipline
Akbar, Bilal, Foote, Liz, Lawson, Alison, French, Jeff, Deshpande, Sameer and Lee, Nancy, R. 2021. The social marketing paradox: challenges and opportunities for the discipline. International Review on Public and Nonprofit Marketing. https://doi.org/10.1007/s12208-021-00308-0Social Marketing: Advancing a New Planning Framework to Guide Programmes
Akbar, M Bilal, Ndupu, Lawrence, French, Jeff and Lawson, Alison 2021. Social Marketing: Advancing a New Planning Framework to Guide Programmes. RAUSP Management Journal. https://doi.org/10.1108/RAUSP-08-2020-0186Managing strategic accounts with empowerment and management support for co-creation of value
Veasey, C., Lawson, A. and Kotera, Y. 2021. Managing strategic accounts with empowerment and management support for co-creation of value. British Academy of Management.An empathetic approach: Using appreciative inquiry to gain balanced insights
Veasey, C., Lawson, A. and Hancock, C. 2021. An empathetic approach: Using appreciative inquiry to gain balanced insights. Academy of Marketing.Use of social marketing principles in sexual health: an exploratory review
Akbar, M Bilal, French, Jeff and Lawson, Alison 2020. Use of social marketing principles in sexual health: an exploratory review. Social Business. https://doi.org/10.1362/204440820X15929907056698The UK's reading culture and consumers' emotional response to books
Lawson, Alison 2020. The UK's reading culture and consumers' emotional response to books. in: Routledge.From KAM to KARMA: The evolution of Key Account Management for co-creation of value
Veasey, C. and Lawson, A, 2020. From KAM to KARMA: The evolution of Key Account Management for co-creation of value. British Academy of Management.Critical review on social marketing planning approaches
Akbar, M Bilal, French, Jeff and Lawson, Alison 2019. Critical review on social marketing planning approaches. Social Business. https://doi.org/10.1362/204440819x15633617555894Alternative research methods: introducing marketing sensing, a qualitative and interpretive perspective on research
Longbottom, David and Lawson, Alison 2018. Alternative research methods: introducing marketing sensing, a qualitative and interpretive perspective on research. in: Routledge.Learner identities in the context of undergraduates: a case study
Lawson, Alison 2014. Learner identities in the context of undergraduates: a case study. Educational Research. https://doi.org/10.1080/00131881.2014.934557