A Short History of the Marketing Mix (Video)

Marketing Mix

This is a short video blog focusing on the history of the marketing mix. It’s objective is to demonstrate that the 4Ps and the extended marketing mix is only there to be used as a guide. We need to go right back to Professor Colliton’s premise that, as marketers we are all chefs, using a variety of business elements as the ingredients needed to create success.

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We should also consider Borden’s original 12 elements:

  • Product Planning,
  • Pricing,
  • Branding,
  • Channels of Distribution,
  • Personal selling,
  • Advertising,
  • Promotions,
  • Packaging,
  • Display,
  • Servicing,
  • Physical Handling,
  • Fact-finding & analysis.

These are probably more relevant to marketers than the 4Ps or the Extended Mix because they are not limited to starting with a word beginning with P. Don’t take this as the ultimate list: there will be other words that may be more relevant to your industry. As an example ‘Evidence’ or as the Extended Marketing Mix call it, ‘Physical Evidence’: here a product produced in the pharmaceutical industry needs evidence of the efficacy of the said product before it can be launched. Other sectors like Travel and Tourism also find this important: many people these days will check sites like Trip Advisor before making a booking.

If you have found this interesting, you may also find the following articles useful:

Marketing – A Definition
The Marketing Mix Revisited.

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Dr Alan Shaw is a Senior Lecturer and Marketing consultant focusing on a range of sectors. His main interests are in strategy development, social marketing, digital marketing, advertising, consumer behaviour and marketing application.
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