The history of the creation of the 7P marketing mix The history of the 7P marketing mix dates back to the 1960s, when Pr

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The history of the 7P marketing mix dates back to the 1960s, when Professor E. Jerome McCarthy introduced the 4P model, which became the foundation of modern marketing theories. This model included four vnpay database basic elements: product , price , place , and promotion . These were key aspects that were supposed to help companies effectively reach customers and meet their needs. However, as the market developed and consumer preferences changed, it turned out that the traditional 4P model was not sufficient to fully describe all aspects of marketing.

To meet the growing demands of the service market, in the 1980s Bernard H. Booms and Mary J. Bitner extended the model with three additional elements, creating the 7P marketing mix concept. The new elements are:

People , who play a key role in the process of providing services and building relationships with customers;
processes (Process) , which concern how services are delivered and influence the customer experience;
Physical Evidence , which refers to the material aspects of the quality of a service, sometimes also referred to as material evidence.
Thanks to this expansion, companies can better adapt their strategies to the specifics of the service market, which allows them to respond more effectively to customer needs and build stronger relationships with them.