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The term marketing mix became popular after Neil H. Borden published his 1964 article, The Concept of the Marketing Mix (Internet Center for Management and Business Administration, Inc, n.d.). Borden's marketing mix included product planning, pricing, branding, distribution channels, personal selling, advertising, promotions, packaging, display, servicing, physical handling, and fact finding and analysis (Internet Center for Management and Business Administration, Inc, n.d.). E. Jerome McCarthy grouped Borden’s mix into the four categories known today as the four P’s product, price, place, and promotion (Internet Center for Management and Business Administration, Inc, n...
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