Each of the original 4 Ps of the marketing has a corresponding C.

Product has Customer value

Price has Cost to customer

Place has Convenience

Promotion has Communication

All the Cs give the customer side of the story. The Ps take a seller point of view of the entire situation, the Cs on the other hand give the buyer perspective.

The P that I propose to add to the list of the Ps of marketing, Promise, has a corresponding C of its own. This C is credibility.

Now as I said in the last entry in the blog that I will take the word of a noble man but not of a man whose character I doubt; similar is the case with one and all, the catch is that someone who is a noble man to me may not be to you and vice-versa. Thus a promise is a promise if it has a credibility for the person to whom it is made, because it is this person’s belief in the words of the promiser that elevates a set of word from the state of being another man’s rattle to a promise.

With this I rest my case.