The marketing mix contains the 4Ps that need to be set correctly

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The first person to speak of a “mix of ingredients” in marketing was James Culliton in the late 1940s. Richard Clewett later worked with the four components of marketing. These were product, price, distribution and promotion. The aforementioned Jerry McCarthy studied with Clewett. He stated that the components should be interconnected and combined. In addition, he replaced the word distribution with the word place, and thus the classic 4P marketing mix was created .

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Some sources state that the author is Neil H. Borden, who published the brazil phone number list article The Concept of the Marketing Mix in 1964 (some sources incorrectly state that it was 1965) . However, he used fourteen different marketing tools in the marketing mix.

The marketing mix was subsequently popularized by Philip Kotler, who worked with McCarthy at the same university ( Northwestern University ). However, as Kotler emphasizes, the marketing mix (4Ps) must always be preceded by strategic decisions regarding segmentation , targeting , and placement / positioning (known as STP). Thus, the marketing mix as we know it today was born.


Think of the marketing mix as a dining table . The tabletop is your business success. And the four legs represent the four Ps of the marketing mix. A table that performs its function well has all four legs in place and approximately the same height . Which also leads to the two most common practical uses.