Search results
Results from the WOW.Com Content Network
The 4Ps have been the cornerstone of the managerial approach to marketing since the 1960s Product refers to what the business offers for sale and may include products or services. Product decisions include the "quality, features, benefits, style, design, branding, packaging, services, warranties, guarantees, life cycles, investments and returns".
The 4Ps refers to four broad categories of marketing decisions, namely: product, price, promotion, and place. [ 7 ] [ 49 ] The origins of the 4 Ps can be traced to the late 1940s. [ 50 ] [ 51 ] The first known mention has been attributed to a Professor of Marketing at Harvard University, James Culliton.
McCarthy defined the 4Ps conceptual framework for marketing decision-making, which used product, price, place (or distribution), and promotion in the marketing mix. In 1960, McCarthy was the first to propose a marketing mix concept that resonated with both practitioners and academics. [15]
Originally, marketing was focused around the 4P's (product, price, place and promotion) which concentrated on companies' internal concepts. The idea of integrated marketing communications was first raised in 1993 by Don E. Schultz, who changed the 4P's concept into the 4C's model. The four parts include consumer, communication, convenience and ...
E. Jerome McCarthy – popularised the managerial approach and developed the concept of the 4Ps; Arthur Nielsen – early market researcher; pioneered methods for radio and TV ratings; David Ogilvy (businessman) – advertising guru, early pioneer of product positioning
Marketing strategy refers to efforts undertaken by an organization to increase its sales and achieve competitive advantage. [1] In other words, it is the method of advertising a company's products to the public through an established plan through the meticulous planning and organization of ideas, data, and information.
Neil H. Borden, nicknamed Pete, was born in Boulder, Colorado, in 1895.He was one of the seven children of Edmund and Irene Borden. [2] He graduated from the University of Colorado in 1919, with a Bachelor of Arts (Economics) degree.
A marketing plan is a plan created to accomplish specific marketing objectives, outlining a company's advertising and marketing efforts for a given period, describing the current marketing position of a business, and discussing the target market and marketing mix to be used to achieve marketing goals.