Neil Borden, an advertising professor at Harvard, popularized the idea of the marketing mix—and the concepts that would later be known primarily as the four Ps—in the … See more

Creating a marketing campaign starts with an understanding of the product itself. Who needs … See more

Price is the amount that consumers will be willing to pay for a product. Marketers must link the price to the product's real and perceived value, while also considering supply cost… See more

Place is the consideration of where the product should be available—in brick-and-mortar stores and online—and how it will be displayed. The decision is key: The makers of a luxury … See more