Click 71 Marketing Basingstoke
Blog :
The One P Of Marketing


The One P Of Marketing

4 July, 2024

In 1960, Edmund Jerome McCarthy, a marketing professor and author, proposed the concept of the 4 Ps marketing mix in his book Basic Marketing: A Managerial Approach.

The book drew from Neil H. Borden‘s academic work, which, in turn, was drawn from his Harvard colleague, James Culliton, with ideas around the ‘marketing mix’ – a phrase still widely used today.

Of course, this was 1960, and product, price, place, and promotion encompassed a strong philosophy in a world less connected than it would become. After much academic discussion, Booms and Bitner proposed a revised model in 1980, adding three more Ps – process, people, and physical evidence – to the mix. This adaptation, made well before the digital age, remains incredibly relevant today, demonstrating the adaptability of marketing strategies to modern business practices.

It’s a good grounding. But working mainly with service businesses, as I do, companies built around sales and ‘real-world’ customer interactions, there is a P from the list that stands out head and shoulders above the rest, one that should consume the most focus.


Newsletter Sign Up

All data treated with respect. Unsubscribe at any time.

Get In Touch

If you fancy a chat about anything you’ve seen, why not get in touch…


2nd Floor, 12-14 Church Street,
Basingstoke, Hampshire RG21 7QH