Full context:   In the 1990s, the concept of four Cs was introduced as a more customer-driven replacement of four P's. There are two theories based on four Cs: Lauterborn's four Cs (consumer, cost, communication, convenience) and Shimizu's four Cs (commodity, cost, communication, channel) in the 7Cs Compass Model (Co-marketing). Communications can include advertising, sales promotion, public relations, publicity, personal selling, corporate identity, internal communication, SNS, and MIS.