Literature review on marketing mix pdf

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The main objective of this study is to review the present marketing mix applies particularly to the marketing. Borden (1965) claims to be the first to haveThat research objectives is about to know the influence of 7P marketing mix variables, which consists of product, price, promotion, place, people, physical. A case in point is Mullin et al (1993:203 & 247) who have added promotional licensing to the promotion mix and public relations as a separate “P” to the four In 1953, Neil Borden introduced the idea of the marketing mix, which E. Jerome McCarthy later refined into the 4P's of product, price, promotion, and place [20] 4Ps marketing mix to the 4Cs marketing mix which is a shift from product to consumer, price to cost, place to convenience, and promotion to promotion.