Marketing mix

   The marketing mix is a business tool used in marketing and by the marketers. The marketing mix is often crucial when determining a product or brand’s offer, and is often associated with the four p’s:price,product,promotion,and place. In service marketing’ however’ the four PS are expanded to the seven p’s to address the different nature of services.

    In the 1990’the concept of four’s was introduced as a more customer-driven  replacement of four p’s. There  are  two  theories   based    on    four 

Cs: Lauterborn’s four Cs (consumer, cost, communication, convince) and Shimming four Cs (commodity, cost, communication, channel).

    In 2012, a new four p’s theory was proposed with people, processes, programs, and performance. In his paper ”the concept of the marketing mix”, Neil Borden reconstructed te history of the term “marketing mix “He started teaching the term after an associate < James Litton described the role of the marketing manager in 1948 as a “mixer of ingredients”, one who sometimes follows recipes prepared by others, sometimes prepares his own recipe as he goes along, sometimes adapts a recipe from immediately available ingredients, and at other times invents new ingredients no one else has tried.