<P> Although the idea of marketers as ' mixers of ingredients ' caught on , marketers could not reach any real consensus about what elements should be included in the mix until the 1960s . 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 . Phillip Kotler , popularised this approach and helped spread the 4 Ps model . McCarthy 's 4 Ps have been widely adopted by both marketing academics and practitioners . </P>
<P> Although the idea of marketers as ' mixers of ingredients ' caught on , marketers could not reach any real consensus about what elements should be included in the mix until the 1960s . 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 . Phillip Kotler , popularised this approach and helped spread the 4 Ps model . McCarthy 's 4 Ps have been widely adopted by both marketing academics and practitioners . </P>
who coined the four p 's of marketing
who coined the four p 's of marketing
E. Jerome McCarthy
E. Jerome McCarthy