The four C’s in marketing have gradually replaced the four P’s in marketing. Looking at a company’s offer from a customer’s point of view.
| Old marketing | New marketing | |
| Promote | Communicate | From one-way communication to two-way communication |
| Place | Convenience | Taking the customer’s perspective |
| Product | Customer wants and needs | From push to pull |
| Price | Cost | Total cost of ownership, taking money, time and effort into consideration |