What is a marketing mix?

A marketing mix includes multiple areas of focus as part of a comprehensive marketing plan. The term often refers to a common classification that began as the four Ps: product, price, placement, and promotion. Effective marketing touches on a broad range of areas as opposed to fixating on one message.

What is an extended marketing mix?

In services marketing, an extended marketing mix is used, typically comprising 7 Ps ( product, price, promotion, place, people, process, physical evidence), made up of the original 4 Ps extended by process, people and physical evidence.

Who invented the marketing mix?

Although the term “marketing mix” was first coined by Professor Neil Borden, it was popularized by Edmund Jerome McCarthy, who first developed the 4 Ps of marketing. This concept is more than just stale theory; the marketing mix is still useful for marketers today.