All the businesses allocated massive budget on marketing to acquire and retain the customers as the main concern of the current competitive environment. The strategy beyond this procedure massively impacts on Marketing success or failure. Due to the recent environmental challenges, intense technology and rapid changes in customers preferences, effective marketing communication would be massively improved the business growth and long-term success. Therefore, Marketing Mix strategy should be modified and compatible with the new strategy and tools to be more impressive and bring companies competencies since the product, price, promotion, and place have different perception recently. To improve marketing communication and make it more effective and compatible with the current requirement, 5Cs should be massively considered in marketing communication plan:
• Customer Acquirement Gains customers' attention • Culture influences on customer purchase intention (Podoshen, 2006)
• Customer satisfaction Satisfied customers do not switch to the new brands (Choi, Seol, Lee, Cho & Park, 2008)
• Customer loyalty Retaining the customers is more profitable than attracting new customers (Fornell & Wernerfelt, 1987)
• Customer suggestion Make the marketing mix strategy more effective based on customers exact needs (Kotler,2009)
The new marketing communication strategy based on 5Cs will meet customer demands with the focus on customers' acquisition and retention. This model will improve communication strategies.
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