of its successor organization, the American Marketing Association. During 1956–1962, he was the chairman of the Harvard Business Review board. He retired from teaching in 1962, and focused on writing. The marketing mix During the 1940s, the discipline of marketing was in transition. Interest in the functional school of thought, which was primarily concerned with the functions of marketing was waning while the managerial school of thought, which focussed on the problems and challenges confronting marketers was gaining ground. The concept of marketers as "mixers of ingredients," first introduced by James Culliton, one of Borden's colleagues at Harvard, had gained some currency amongst scholars who debated, what elements should be considered as part of the set of ingredients. Many scholars and practitioners relied on checklists or lengthy classifications of factors that needed to be considered to understand consumer responses. Borden himself developed a complicated model in the late 1940s, based upon at least twelve different factors. In the mid-1960s, Borden published a retrospective article detailing the early history of the marketing mix in which he claims that he was inspired by Culliton's idea of 'mixers', and credits himself with coining the term, 'marketing mix'. According to Borden's account, he used the term, 'marketing mix' consistently from the late 1940s. For instance, he is on record as having used the term, 'marketing mix,' in his presidential address given to the American Marketing Association in 1953. Borden's continued and consistent use of the phrase, "marketing mix," contributed to the process of popularising the concept. The "marketing mix" concept gained widespread acceptance with the publication, in 1960, of E. Jerome McCarthy's text, Basic Marketing: A Managerial Approach which outlined the ingredients in the mix as the memorable 4 Ps, namely product, price, place and promotion. Personal life Neil H. Borden married Esther Page in 1922. The couple had two sons and two daughters. Awards and honors Kappa Tau Alpha Research Award (1945) American Marketing Association Research Award (1945–46) Charles Coolidge Parlin Memorial Award (1949) by American Marketing Association Distinguished Service Medal In Advertising by Syracuse University (1949) Paul D. Converse Award (1951) by American Marketing Association, for advancing the science of marketing Elected to Hall of Fame in Distribution (1953) American Advertising Federation Hall of Fame (1991) Books authored External links Neil Borden papers at Baker Library Special Collections, Harvard Business School. See also History of marketing Marketing Marketing mix References Harvard Business