The concept of marketing mix was developed by


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The concept of marketing mix was developed by​

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According to Borden's account, he used the term, 'marketing mix' consistently from the late 1940s. ... The 4 Ps, in its modern form, was first proposed in 1960 by E. Jerome McCarthy; who presented them within a managerial approach that covered analysis, consumer behavior, market research, market segmentation, and planning.

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