4R Marketing

Author: Aidenberg
Publisher:
Publish Date: 2003-01-01
Features: From the old economy to the new economy, and then to the post-economy, marketing models have also undergone major transformations. The 4P marketing, once revered as classic and dominant for a time, has also fallen from its pedestal, losing its former glory. The subsequent 4R marketing model, propelled by the post-economy, is sweeping the marketing industry with a revolutionary storm. The shift from 4P—Price (Price), Place (Place), Product (Product), Promotion (Promotion)—to 4R—Relationship (Relationship), Retrenchment (Retrenchment), Relevancy (Relevance), Reward (Reward)—is driven by the economic transition and has quickly permeated all aspects of marketing. The author provides an in-depth analysis of the development of the global economic system after the 1950s, revealing the underlying reasons for the failure and disintegration of 4P marketing and the entire traditional marketing model. With sharp insight, the author argues compellingly for the inevitability of this transformation and elaborates on the emerging, thriving 4R marketing from a completely new perspective.