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美国西北大学教授舒尔兹等为代表的专家学者提出的整合营销理论认为，传统的以4PP（产品、价格、渠道、促销）为核心的营销框架，重视的是产品导向而非真正的消费者导向；即制造商决定制造某一产品后，设定一个能够收回成本且达到一定目标利润的价格，经过制造商为主控的销售通路，然后对企业销售进行促销。也就是说，传统营销是一种由内向外的营销；制造商的经营哲学是“消费者请注意”。面对市场环境的新变化，企业在营销观念上要淡化4P，突出4C。
Integrated marketing theory put forward by experts and scholars represented by Professor Schultz of Northwestern University in the United States believes that the traditional marketing framework centered on 4PP (product, price, channel and promotion) places emphasis on product orientation instead of real consumers Oriented; that is, the manufacturer decides to manufacture a certain product, sets a price that can recover the cost and reaches a certain target profit, passes through the sales channel controlled by the manufacturer, and then promotes the sales of the enterprise. In other words, the traditional marketing is a marketing from the inside out; the manufacturer’s philosophy is “consumers pay attention.” Faced with the new changes in the market environment, companies should play down the concept of marketing 4P, highlight 4C.