he term marketing mix refers to the different
components that can be controlled in a marketing strategy to
increase sales or profit. The name comes from a cooking-mix analogy
used by Neil Borden in his 1953 presidential address to the
American Marketing Association.
In 1960, E. Jerome McCarthy proposed the “four Ps” of
marketing—product, price, place (or distribution), and promotion—as
the most basic components of the marketing mix. Variables related
to the four Ps are called marketing mix variables.
A...