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The following will discuss what the marketing mix is and a brief history of the marketing mix. It will also discuss further in detail the four P's of the marketing mix, as well as, show the relation of the marketing mix to a product offered by Verizon Communications.
The History of the Marketing Mix and the Four P's
The term "marketing mix" has been dated to originate sometime in the late 1940's. Neil H. Borden, a teacher at the time, began using the term after James Culliton had described the marketing manager as a "mixer of ingredients". The term "marketing mix" gained its popularity in 1964 when Borden published his article, The Concept of the Marketing Mix...
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