Extending Lauterborn's 4Cs for social marketing
Book chapter
| 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 |
https://repository.derby.ac.uk/item/93106/extending-lauterborn-s-4cs-for-social-marketing
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