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The term "marketing-mix" was first coined by Neil Borden, the president of the American Marketing Association in 1953. It is still used today to make important decisions that lead to the execution of a marketing plan. The various approaches that are used have evolved over time, especially with the increased use of technology.〔(【引用サイトリンク】url=http://www.investopedia.com/terms/m/marketing-mix.asp )〕 The marketing mix is a business tool used in marketing and by marketers. The marketing mix is often crucial when determining a product or brand's offer, and is often associated with the four P's: ''price'', ''product'', ''promotion'', and ''place''. In service marketing, however, the four Ps are expanded to the seven P's or Seven P's to address the different nature of services. In the 1990s, the concept of four C's was introduced as a more customer-driven replacement of four P's. There are two theories based on four Cs: Lauterborn's four Cs (''consumer'', ''cost'', ''communication'', ''convenience''), and Shimizu's four Cs (''commodity'', ''cost'', ''communication'', ''channel''). In 2012, a new four P's theory was proposed with ''people'', ''processes'', ''programs'', and ''performance''. ==History== In his paper "The Concept of the Marketing Mix", Neil Borden reconstructed the history of the term "marketing mix".〔 〕〔 〕 He started teaching the term after an associate, James Culliton, described the role of the marketing manager in 1948 as a "''mixer'' of ingredients"; one who sometimes follows recipes prepared by others, sometimes prepares his own recipe as he goes along, sometimes adapts a recipe from immediately available ingredients, and at other times invents new ingredients no one else has tried.〔 〕 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Marketing mix」の詳細全文を読む スポンサード リンク
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