4R Marketing

Author: None
Publisher:
Publish Date: 2003-01-01
Features: From the old economy to the new economy, and then to the post-economy, the marketing model has also undergone major changes. The 4P marketing, once revered as a classic and dominating the field for a time, has also fallen from grace and lost its former glory. The subsequent 4R marketing model, fueled by the post-economy, is sweeping through a revolutionary storm in the world of marketing. The shift from 4P—Price (Price), Place (Place), Product (Product), Promotion (Promotion)—to 4R—Relationship (Relationship), Retrenchment (Savings), Relevancy (Relevance), Reward (Reward)—has been triggered by the economic transformation and has rapidly 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 deep-rooted reasons for the failure and disintegration of 4P marketing and the entire traditional marketing model. With sharp insights, the author convincingly argues the inevitability of this transformation and elaborates on the emerging and thriving 4R marketing from a completely new perspective.