section_path: The marketing mix/The 4Ps
section_name: The 4Ps
paragraph_text: The 4Ps
  
  The 4Ps refers to four broad categories of marketing decisions, namely: product, price, promotion, and place. The origins of the 4 Ps can be traced to the late 1940s. The first known mention has been attributed to a Professor of Marketing at Harvard University, James Culliton.
  
  The 4 Ps, in its modern form, was first proposed in 1960 by E. Jerome McCarthy; who presented them within a managerial approach that covered analysis, consumer behavior, market research, market segmentation, and planning. Phillip Kotler, popularised this approach and helped spread the 4 Ps model. McCarthy's 4 Ps have been widely adopted by both marketing academics and practitioners.