The document discusses the evolution of marketing mix models. It notes that McCarthy originally proposed the 4Ps model in 1960 which included product, price, place and promotion. The model was later expanded by others, with Judd proposing a 5Ps model in 1987 by adding people. Kotler added a 6th P for packaging in 1984. Finally, Booms and Bitner proposed a 7Ps model in 1981 by adding physical evidence and process to the mix.
The document discusses the evolution of marketing mix models. It notes that McCarthy originally proposed the 4Ps model in 1960 which included product, price, place and promotion. The model was later expanded by others, with Judd proposing a 5Ps model in 1987 by adding people. Kotler added a 6th P for packaging in 1984. Finally, Booms and Bitner proposed a 7Ps model in 1981 by adding physical evidence and process to the mix.
The document discusses the evolution of marketing mix models. It notes that McCarthy originally proposed the 4Ps model in 1960 which included product, price, place and promotion. The model was later expanded by others, with Judd proposing a 5Ps model in 1987 by adding people. Kotler added a 6th P for packaging in 1984. Finally, Booms and Bitner proposed a 7Ps model in 1981 by adding physical evidence and process to the mix.