For many organizations, COVID-19 has turned the 4Ps of marketing—product, place, price, and promotion—into 4Cs: confusion, calamity, chaos, and complexity. The situation calls to mind Atul Gawande's ...

Instead of the 4Ps, the 4Cs model came to better represent marketing strategy. As the model indicates, customers are now at the heart of marketing communications, which is oriented around their needs, ...