Multiple choice

Who is the father of Four C's of marketing?

  1. Philip Kotler

  2. Stanton, Armstrong and Clark

  3. Rath

  4. Robert Lauterborn

Reveal answer Fill a bubble to check yourself
D Correct answer
Explanation

Robert Lauterborn introduced the 4Cs model in 1990 as a way to shift the marketing focus from the seller's 4Ps to the buyer's perspective.