The Marketing Mix: The 7Ps of Marketing Marketing Mix - A marketing mix is the tools, strategies, and tactics a company uses to promote its products or services. - It is a widely accepted strategic marketing tool that combines the original 4Ps (product, place, price and promotion) with the additional 3Ps (people, packaging, and process in formulating marketing tactics for a product service.  1960, marketing wizard E. Jerome McCarthy proposed the “Four P’s” approach to marketing mix, which became the gold standard in terms of forming a marketing strategy for years to come in his book Basic Marketing: A Managerial Approach  Early 1980s, Bernard H. Booms and Mary J. Bitner recognized that the “Four P’s” essentially ignored the fact that customer service is a huge part of any company’s marketing initiatives In turn, they developed the “7P model” of the marketing mix.