The 4P model (product, price, promotion, and place) provides a practical approach to crafting a GTM plan for a physical or digital product (Kotler & Armstrong, 2015). GTM can also be described in terms of the 4Cs of marketing: consumer wants, cost to satisfy, convenience of buying, and communication. Proponents of the 4C model point out that while its elements are quite similar to the 4P model, the 4C model is more customer-oriented while the 4P model is more company-oriented.
