How does the modern 4C concept differ from the traditional 4 Ps approach?

The 4C concept, proposed by Robert Lauterborn in 1990, shifts focus from the company’s perspective to the customer’s perspective, replacing Product with Customer needs, Price with Cost to customer, Promotion with Communication, and Place with Convenience. While the 4 Ps focus on what companies want to sell, the 4 Cs emphasize understanding what customers actually want to buy and how they prefer to interact with brands. This customer-centric approach enables two-way interactive communication and helps companies better tailor their offerings to meet specific customer needs and expectations.