The document outlines marketing frameworks that have evolved from a product-focused 4Ps approach to more customer-centric 4Cs and 4Vs models. The 4Ps model considers the traditional marketing mix elements of product, place, promotion and price. The 4Cs shifts to focusing on customization, convenience, communication and cost from the customer's perspective. The 4Vs further evolves this to emphasize how companies can create, deliver, communicate and calculate the value they provide to customers.