In 1960, McCarthy was the first to propose a marketing mix concept that resonated with both practitioners and academics. In his textbook "Basic Marketing: A Managerial Approach" (1960), McCarthy defined the 4Ps conceptual framework for marketing decision-making, which used product, price, place (or distribution), and promotion in the marketing mix. McCarthy organized his text along managerial lines using the four Ps framework. The book's emphasis was on the problems facing the marketing manager, rather than looking at the characteristics of marketing systems and their functions. In addition to chapters devoted to the 4 Ps, the book also included chapters on consumer behavior, marketing research and market segmentation to round out the tools available to marketers for use in problem-solving.