10 Ps of the marketing mix

  1. McCarthy's (1960) traditional marketing mix consists of  Product, Price, Place and Promotion
  2. Kotler (1984:1986) added 2 more Ps - Public relations and Political Power
  3. Magrath proposed another 3 more Ps to meet the needs for marketing in service-based industries - People, Physical evidence and Process
  4. Y.S.Chin believes that Packaging should  be considered another P in the marketing mix