Glossary/Strategy & Frameworks/Marketing Mix (4Ps)
Strategy & Frameworks
Marketing Mix (4Ps)
The framework of Product, Price, Place and Promotion, formalized by E. Jerome McCarthy in 1960 from Neil Borden's 'marketing mix' concept.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
The marketing mix, or 4Ps, is the framework of Product, Price, Place and Promotion, formalized by E. Jerome McCarthy in 1960 from Neil Borden's marketing mix concept. It organizes the main decisions a marketer controls to meet customer needs. Later versions added elements such as people, process and physical evidence for services.