Resource Library Calendar Career Management Community
About The AMA Search
Login

Community

Email Print page

The Four P's 

ARC: Additional: History: Literature: The "Four P's"

Original sources:

  • Neil H. Borden in his 1953 AMA Presidential Address.
  • Borden, Neil H. (1964), "The Concept of the Marketing Mix," Journal of Advertising Research, 4 (2), 2-7.
  • Verdoorn, P. J. (1956), "Marketing from the Producer's Point of View," Journal of Marketing, 20 (January), 221-235.
  • Frey, Albert W. (1956) The Effective Marketing Mix: Programming for Optimum Results, Hanover, NH: The Amos Tuck School, Dartmouth College.
  • McCarthy, E. Jerome (1960), Basic Marketing: A Managerial Approach. Homewood, IL: Richard D. Irwin


Articles on the history of the concept:

  • van Waterschoot, Walter and Christophe Van den Bulte (1992), "The 4P Classification of the Marketing Mix Revisited," Journal of Marketing, 56 (October), 83-93.
  • Grönroos, Christian A. (1994), "From Marketing Mix to Relationship Marketing," Management Decision, 32 (1), 4-20.
AMA IconPowered by the American Marketing Association | Copyright © 2009 MarketingPower, Inc. The site content may not be copied, reproduced, or redistributed without prior written permission from the American Marketing Association or its affiliates.