MARKETING MIX:

The marketing mix is generally accepted as the use and specification of the 'four Ps' describing the strategy position of a product in the market place. The 'marketing mix' is a set of controllable, tactical marketing tools that work together to achieve company's objectives.
One version of the marketing mix originated in 1948 when James Culliton said that a marketing decision should be a result of something similar to a recipe. This version was used in 1953 when Neil Borden, in his American Marketing Association presidential address, took the recipe idea one step further and coined the term "marketing-mix". A prominent marketer, E. Jerome McCarthy, proposed a 4 P classification in 1960, which has seen wide use. The four Ps concept is explained in most marketing textbooks and classes.