The significance of the 4C's concept in marketing for business structures

Aleks S. Krasnov, Anton Yu. Anisimov


In the article features of the marketing concept 4C’s are considered. The following positions of this model are distinguished: cost, communication, convenience and customer. The advantages of focusing attention on these moments of marketing policy are analyzed in detail. Examples of the success of using the described mechanisms are given. The importance of using each aspect to increase the efficiency of the company is indicated. The stages of the transition of the marketing department to these positions were studied.

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ISSN 2414-4487