1940- . . (Culliton, J. 1948) [3] "marketing mix" ( ) , - . 1953 "marketing mix" ( , Neil H. Borden). 50- . 12 : , , , , , , , , , , , . (Albert W. Frey) 1961[4] , : (, , , , ), - ( , , , PR).
1964 (Jerry McCarthy) [5] 4P - , , , () . ( ?) "". "4", ( ). "4", 1965 The Concept of the Marketing Mix, [6]. , .
1981 . . (Bitner, J. and Booms, B.) [7], , "P": , .
1990 (Bob Lauterborn) [8] "4".
2005 . . (Chekitan S.Dev Don E. Schultz) SIVA, "4P". . (Otilia Otlacan) [9] 2P+2C+3S
4P | Product, Price, Place, Promotion | , , /, | (Jerry McCarthy), 1964 |
4P+1S | Product, Price, Place, Promotion, Service | , , /, , | |
5P | Product, Price, Place, Promotion, Personnel | , , /, , | |
Product, Price, Place, Promotion, Package | , , /, , | ||
Product, Price, Place, Promotion, Publicity | , , /, , | ||
5P+1S | Product, Price, Place, Promotion, Personnel, Service | , , /, , , | |
6P | Product, Price, Place, Promotion, Personnel, Publicity | , , /, , , | |
7P | Product, Price, Place, Promotion, People, Process, Physical Evidence | , , /, , , , | . . (Bitner, J. and Booms, B.), 1981 |
10P | Product, Price, Place, Promotion, People, Personnel, Package, Purchase, Probe, Public Relations | , , /, , , , , , | |
12P | Product, Price, Place, Promotion, PR, People, Personnel, Process, Package, Purchase, Physical Premises, Profit | , , /, , , , , , , , , | |
4C | Customer needs and wants, Cost to the customer, Communication, Convenience | , , , | (Bob Lauterborn), 1990 |
4A | Acceptability, Affordability, Availability, Awareness | , , , | |
4E | thics, sthetics, motions, ternities | , , , | " " |
SIVA | Solution, Information, Value, Access | , , , | . . (Chekitan S.Dev Don E. Schultz), 2005 |
2P+2C+3S | Personalisation, Privacy, Customer Service, Community, Site, Security, Sales Promotion | , , , , , , | (e-marketing), Otilia Otlacan, 2005 |
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