International Research Journal of Education and Technology

The term marketing mix became popular when Neil H. Borden published his article on “The concept of Marketing Mix” in 1964. Marketing mix is the combination of different marketing decision variables being used by the firm to market its goods and services. Marketing Mix is the combination of four elements i.e. Product, Price, Promotion and Place and every company has the option to design an optimum admix in order to create a trusted marketing strategy. The present paper considers a wide view of Marketing Mix of 4P’s, as the biggest challenges before the Marketing professionals in today’s world is to design an optimum marketing mix which takes care of both customer’s satisfaction and organisational goals.