Works
- The Concept of the Marketing Mix, Journal of Advertising Research, 1964
In Thinking Tools
Known for
A Harvard Business School professor of advertising credited with coining the term marketing mix, which he used from the late 1940s and in his 1953 presidential address to the American Marketing Association, borrowing James Culliton's description of marketers as mixers of ingredients.
Caveat: Borden's mix listed twelve elements; the four Ps condensation is E. Jerome McCarthy's (1960), not his.