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@Business.Upside · Posted 02 Feb. 2021
The marketing mix is a key foundation on which most modern marketing strategies and business activities are based. The concept of the ‘Marketing Mix’ came about in the 1960s when Neil H. Borden, professor and academic, elaborated on James Culliton’s concept of the marketing mix. Culliton described business executives as ‘mixers of ingredients’: the ingredients being different marketing concepts, aspects, and procedures.