The concept of marketing-mix, consisting of the 4 P’s of marketing, was developed by

While Neil H. Borden popularized the term 'marketing mix', E. Jerome McCarthy in his 1960 book *Basic Marketing: A Managerial Approach* condensed and classified the marketing mix into the famous 4 Ps—Product, Price, Place, and Promotion. Philip Kotler later popularized the 4 Ps framework globally.