Application of the 4Cs marketing mix in the digital environment

The marking mix 4Ps has been a basic framework to how effectively market your product, the 4 Ps marketing mix model is a great achievement in the theory of marketing, the advancement of technology has changed the face of marketing, in a world in which digitalization appears to change increasingly the traditional way of marketing, thus the need for a new model raised to keep pace with this transformation. The 4Cs model was introduced by Lauterborn 1990. This paper is aimed at investigating the 4Cs marketing mix paradigm in the digital context which is approached with the review of the main literature regarding marketing mix in digital context, centering on the 4Cs model and its application in the digital environment.