The Evolution of the Marketing Mix: The 10Ps

Marketing has come a long way since the 1960s…

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The marketing mix is a fundamental business model commonly used to help students understand the marketing basics and to help professionals make marketing decisions.

However, when scholars conceptualised the marketing mix in the sixties, marketing was still in its infancy. The internet has long since changed how we think about marketing forever.

Marketing has evolved from a mass marketing tool and product focus to a niche market and customer focus.

In this article, I make a case for the 10Ps Marketing Mix, defining its components.

What is the Marketing Mix?

The marketing mix is a practical framework of the key elements that make up the foundation of a marketing strategy. It provides a practical toolkit for marketers to use as a reference point for tactical decision-making and managing the various elements of marketing.

Harvard Business School professor Neil Borden popularised the marketing mix with his article The Concept of the Marketing Mix.

“The quest for a science of marketing is hard upon us” — Borden, 1964