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Category: Business and Industry
Date Submitted: 10/08/2015 05:34 AM
The Concept of the Marketing Mix'
NEIL H . BORDEN
Harvard Business School
Marketing is still an art, and the marketing manager, as head
chef, must creatively marshal all his marketing activities
to advance the short and long term interests of his firm.
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I HAVaptalways foundterminteresting toon, gain of a
usage, and help to further understanding
concept that has already been expressed in less
appealing and communicative terms. Such has been
true of the phrase "marketing mix," which I began
to use in my teaching and writing some 15 years
ago. In a relatively short time it has come to have
wide usage. This note tells of the evolution of the
marketing mix concept.
NEIL H. BORDEN is professor
emeritus of marketing and advertising at the Harvard Business
School. He began teaching at
Harvard as an assistant professor
in 1922, became an associate professor in 1928, and since 1938 has
been a full professor. He has won
many awards, and received this
year a special Advertising Gold
Medal Award for Education. He
is a past president of the American Marketing Association. He
belongs to Phi Beta Kappa and
the American Economic Association, and he is a public trustee of the Marketing Science
Institute. He has published widely, and one of his books.
The Economic Effects of Advertising, published in 1942, was
based on a study conducted under an ARF research grant.
The phrase was suggested to me hy a paragraph
in a research bulletin on the management of marketing costs, written by my associate. Professor
James Culliton (1948). In this study of manufacturers' marketing costs he described the business
executive as a
"decider," an "artist"—a "mixer of ingredients," who
sometimes follows a recipe prepared by others, sometimes prepares his own recipe as he goes along, sometimes adapts a recipe to the ingredients immediately
available, and sometimes experiments with or invents
ingredients no...