For many organizations, COVID-19 has turned the 4Ps of marketing—product, place, price, and promotion—into 4Cs: confusion, calamity, chaos, and complexity. The situation calls to mind Atul Gawande's ...

In Western countries where internet and social media marketing is the hot topic, some marketers have called a time of death for the traditional 4Ps. And while marketers in Western countries debate ...