Question

The concept of four P's as elements of marketing mix was given by ________.

• A. Philip Kotler
• B. W.J. Stanton
• C. E.J. McCarthy
• D. Bruce J. Walker

Answer 1

Answer: (C)

E.J. McCarthy

The 4P's are the elements of marketing mix. E.J. McCarthy was an American marketing professor. He proposed the concept of 4P's of marketing mix 1960 book "Basic Marketing'. The 4P's of marketing mix are Product, Price, Promotion, Place.