The document discusses Kotler's 4 C's model, which provides a framework for businesses to increase their customer base and attract repeat customers. The 4 C's model (consumer, cost, convenience, and communication) is a more customer-centric version of the traditional 4 P's model of marketing (product, price, place, promotion). It focuses on understanding customers and their needs rather than just products. The 4 C's model is useful for niche marketing and helping customer-oriented businesses develop marketing strategies.