Article Details

Marketing Mix and Role of 4A’ In Marketing Mix |

Puneet Chopra, Dr. N. P. Sharma, in Journal of Advances and Scholarly Researches in Allied Education | Multidisciplinary Academic Research


Theterm "marketing-mix"was first coined by Neil Borden, the president of the American Marketing Association in1953. It is still used today to make important decisions that lead to theexecution of a marketing plan. The various approaches that are usedhave evolved over time, especially with the increased use of technology.