4Ps can be described best as the 4Cs

It is saying that 4Ps talks about the seller view of the market but not buyer view. From the buyer point of view in this age of customer relationship the 4Ps might be better decribed as 4Cs.

4Ps

Product

Price

Place

Promotion

&

4Cs

Customer Solution

Customer Cost

Convenience

Communication

While marketers see themselves as selling products, customers see themselves buying value or solution to their problems. And cutomers are interested in more than just the price; they are intereted in total cost of obtaining, using and disposing of a product. Customer wants the product and services to be as conveniently available as possible. Finally, they want two way communication.
Marketers would do well to think through 4Cs first and than built 4Ps on that platform.