The marketing mix is the set of tactical tools — traditionally Product, Price, Place, and Promotion (the 4Ps) — that a company uses to pursue its marketing objectives in the target market. Developed by E. Jerome McCarthy in 1960 and popularized by Philip Kotler, the 4Ps framework provides a structured approach to marketing decision-making that remains foundational in business education and practice worldwide.
What Is the Marketing Mix? The marketing mix refers to the combination of factors a company controls to influence consumers to purchase its products. The classic formulation — the 4Ps — identifies four core decision areas: Product, Price, Place, and Promotion. Originally developed by Neil Borden and later codified as the 4Ps by E. Jerome McCarthy in 1960, the framework was popularized globally by Philip Kotler. It remains one of the most widely taught and applied frameworks in business education