(The 4 P's of Marketing)
Marketing decisions generally fall into the following four controllable categories:
-Product
-Price
-Place(distrubiton)
-Promotion
The term "marketing mix" became popularized after Nail H. Borden published his 1964 article, The Concept of Marketing Mix.Borden began using the term in his teaching in the late 1940's after James Culliton had described the marketing manager as a "mixer of ingredients". The ingredients in Borden's marketing mix included product planning,pricing,branding,distrubiton channels,personal selling,advertising,promotions,packaging,display,servicing,physical handling, and fact finding and analysis.E. Jerome McCarthy later grouped these ingredients into the four categories that today are known as the 4 P's of Marketing, depicted below:
THE MARKETING MIX
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