Marketing Mix
Since the marketing mix paradigm was introduced by Borden in 1964 and honed to the 4Ps by McCarthy, marketing mix is an idea, which influenced as well as divided by the marketing professionals. The original theory was developed by Borden and later it was reduced to four basic elements: Product, Place, Promotion, and Price (Perreault, McCarthy, J. 2004 pg. 38). The theory is based on the consideration of the target market. Marketing professionals must recognize and understand the target market's wants and needs, and implement those essentials to create a marketing plan. …
