History of the marketing mix from the very begining

1. Marketing Mix timeline (未完成)
1958: Borden: redefine
: Kenyon , Oxenfeldt :define
1956:Frey 2elements : Kelley and Lazer: the concept of
“product” & “mix” in each element
“Procedure” : Lipson and Darling: reduced the
elements
1916: Shaw: mixture of
agencies is most effective 1976: Kotler: generic 1995: Kotler: kotler
categorisation educational 7Ps
1953: Borden: introduced the
term “marketing mix” 1991: Kotler
redefined
To Be
& 12element+4 forces
Continued
…. 2011
1948: Culliton: the 1992:
concept of marketing mix Waterschoot and
van den Bulte
1930: converse: importance of 1985: Shapiro: three
mixing elements ; coordination key factors
of production and selling 1981: Booms : McCarthy and
and Binter: Perreault:
notion of 7Ps defined
1957:Howard
1960:McCarthy: 4P’s
Classification 1989: Kotler and
1911: Butler: implied Armstrong: defined
the marketing mix : Davies and
Brooks:defined Yosuke Kobayashi (2011)