The four Ps
The consideration of the interaction of Product, Price, Place and Promotion
provides a valuable structure in working towards a set of strategies. When this
is coupled with substantial market information and used against a background
of careful analysis of the micro- and macro-environment then
marketing objectives are more likely to be achieved:
• Product – all the product or service characteristics aimed at the target market
• Price – the real cost to the customer or user, including other costs than solely
money
• Place – everywhere and every way the product or service is made available
• Promotion – all the methods of communication used to reach the target markets.

The four Cs
The strategic change and approaches implied by Kotler's four Cs will be a
more readily acceptable mix to many librarians and information professionals,
who should nevertheless examine both marketing mix formulas
closely.
Philip Kotler, the ‘experts' expert of marketing',......

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Title: The 4 Ps And 4 Cs
Approximate Word Count: 359
Approximate Pages: 2 (250 words per double-spaced page)

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