Why 4Ps of marketing are changed in to 4Cs?

what insights might a firm gain by considering the four Cs rather than the four Ps? Product, price, place and promotion of the good or service are integral components to consider in marketing.

The 4Cs to replace the 4Ps of the marketing mix : Consumer wants and needs; Cost to satisfy; Convenience to buy and Communication (Lauterborn, 1990). The 4Cs for marketing communications: Clarity; Credibility; Consistency and Competitiveness (Jobber and Fahy, 2009).15 Ara 2020

The 4 P’s focus on a seller-oriented marketing strategy, which can be extremely effective for sales. However, the 4 C’s offer a more consumer-based perspective on the marketing strategy. 9 Nis 2019