what is the purpose of a marketing mix 
at its core a marketing mix is focused on promoting a product or service to generate revenue for a company on the whole it integrates key marketing strategies that create brand awareness build customer loyalty and drive product sales the bottom linethe development of a comprehensive effective marketing plan takes into consideration a marketing mix that includes several areas of focus typically the marketing mix refers to the four ps product or service its price placement and promotion this concept was developed in 1960 when marketing professor e jerome mccarthy first published it in a book entitled basic marketing a managerial approach however because not all marketing is focused on products customer service businesses rely on other marketing tools that might include three additional ps the people who interact with customers the process that creates a seamless customer experience and physical evidence or the area where customers and company representatives interact all of these tools are used to promote a product or service and build brand awareness and customer loyalty in order to generate revenue for a business 