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Robert F. Lauterborn

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It was in rebuttal to the 4P’s concept that had been the cornerstone of marketing teaching since 1960 or so (and still may be, in many places). I felt that the 4P’s was wrong-headed because it looked at the marketing process from the company out, instead of from the customer in, which I felt was backwards.

– Robert F. Lauterborn

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I’d developed the concept over time as a practitioner back in my General Electric and International Paper days, and I’d been teaching the 4C’s to my students at the University of Carolina at Chapel Hill since I’d been appointed to the chair professorship in 1986 as well as expounding on it in executive education programs and consulting work I was doing in the U.S. and Europe during that same time. I was also writing a column for the leading trade magazine “Advertising Age” for a few years and I first wrote about the 4C’s for publication in one of those columns, sometime in the year 1990.

– Robert F. Lauterborn

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