The Concept of ‘Marketing Mix’ and its Elements 
International Journal of Information, Business and Management, Vol. 6, No.2, 2014
TheConc e ptof‘
Mar
ke t i ngMi x’andi t sEl e me nt s
(A Conceptual Review Paper)
Dr. Muhammad Tariq Khan
Head, Department of Management Sciences University of Haripur, Pakistan tariq_phd_@yahoo.com Abstract
Marketing mix is the most fundamental concept of marketing which is a set of controllable marketing tools that a company uses to create a desired response in the targeted market. American
Ma
r ke t i ngAs s o c i a t i onpr e s i de nt i a la ddr e s sc oi ne dt het e r m," ma r ke t i ngmi x"
,i
n1953.Ma r ke t i ngMi x’i s also referred and known as the Four P's i.e. product, price, place of distribution, and promotion. These are the primary ingredients of a marketing strategy, and as a means of translating marketing planning into practice. McCarthy (1960) was first to suggest the four P's. Muala & Qurneh (2012) revealed that later on researchers by adding three more elements have explained seven elements which are their 7Ps i.e. product, price, place, promotion, Personnel, Process and. Physical Evidence. This study explains these 7Ps, which are the elements of Marketing Mix.
Introduction
Marketing mix is the most fundamental concept of marketing. Riaz & Tanveer (n.d) referring
Kotler, Armstrong, Wong, & Saunders (2008) defined the marketing mix as: a set of controllable marketing tools used by a company for creating a desired response in the targeted market. These elements ort ool sofma r ke t i ngmi xa r et heba s i c ,t a c t i c a lc ompone nt sofama r ke t i ngpl a
n.So‘
Ma r ke t i ngMi x’i s also referred and known as the Four P's, which are marketing mix elements i.e., product (P-1), price (P-2), place of distribution (P-3), and promotion (P-4). These are the primary ingredients of a marketing strategy, and as a means of translating marketing planning into practice. McCarthy (1960) was first to suggest the four P's. This study is to explain the elements of marketing
TheConc e ptof‘
Mar
ke t i ngMi x’andi t sEl e me nt s
(A Conceptual Review Paper)
Dr. Muhammad Tariq Khan
Head, Department of Management Sciences University of Haripur, Pakistan tariq_phd_@yahoo.com Abstract
Marketing mix is the most fundamental concept of marketing which is a set of controllable marketing tools that a company uses to create a desired response in the targeted market. American
Ma
r ke t i ngAs s o c i a t i onpr e s i de nt i a la ddr e s sc oi ne dt het e r m," ma r ke t i ngmi x"
,i
n1953.Ma r ke t i ngMi x’i s also referred and known as the Four P's i.e. product, price, place of distribution, and promotion. These are the primary ingredients of a marketing strategy, and as a means of translating marketing planning into practice. McCarthy (1960) was first to suggest the four P's. Muala & Qurneh (2012) revealed that later on researchers by adding three more elements have explained seven elements which are their 7Ps i.e. product, price, place, promotion, Personnel, Process and. Physical Evidence. This study explains these 7Ps, which are the elements of Marketing Mix.
Introduction
Marketing mix is the most fundamental concept of marketing. Riaz & Tanveer (n.d) referring
Kotler, Armstrong, Wong, & Saunders (2008) defined the marketing mix as: a set of controllable marketing tools used by a company for creating a desired response in the targeted market. These elements ort ool sofma r ke t i ngmi xa r et heba s i c ,t a c t i c a lc ompone nt sofama r ke t i ngpl a
n.So‘
Ma r ke t i ngMi x’i s also referred and known as the Four P's, which are marketing mix elements i.e., product (P-1), price (P-2), place of distribution (P-3), and promotion (P-4). These are the primary ingredients of a marketing strategy, and as a means of translating marketing planning into practice. McCarthy (1960) was first to suggest the four P's. This study is to explain the elements of marketing
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