RG

IN CONTEXT

FOCUS

Marketing strategy

KEY DATES

1910 Professor Ralph Butler introduces the term “marketing” in the title of his university course.

1920s Marketing becomes further established as a recognized field of study.

1948 James Culliton identifies the idea of the marketer as a “mixer of ingredients.”

1953 Neil Borden coins the phrase “marketing mix.”

1960 E. J. McCarthy sets out the Four Ps as the ingredients of the marketing mix.

1990 Robert Lauterborn advocates the Four Cs in place of the Four Ps.

2013 Philip Kotler keeps the Four Ps alive, adding a fifth P—Purpose.

The marketing mix concept is a theoretical framework designed to help businesses plan, ...

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