Of these experts, Converse was one of the only to emphasize on customers which has now become the core of the concept of marketing mix. The author has provided a clear timeline which outlines the various authors and their contributions to the concept since 1911 until 1960. The author has provided a clear and concise explanation of the various inputs from several authors in a clear manner.
The author further moves on to discuss the ‘blossoming of the marketing mix’, where he has pointed out how Culliton (1948) suggested the name for the concept. He moves on to provide an explanation of how the name developed and how the 1950s saw a growth in terms of the concept and the related theories. Again the author has provided in a very effective and efficient manner the contribution of several authors over the years and how the marketing mix concept grew and formed shape. The author also highlights how the 4Ps of marketing had been introduced and developed in 1960.
Furthermore, the author has moved on to discuss an essential aspect of the concept where the future considerations for the marketing mix have been made. Here the author considers and discusses the contributions of Park, MacInnis and Silverman and their suggestions of the 4Ps configuration. The concept came into being based on the several economic theories that were present in the earlier years. However there have been questions about the purpose of the 4Ps and the overall usefulness in terms of stimulating demand. The author has touched upon some important aspects of the current day thought of the field of marketing and has brought out some relevantly new thoughts where the marketing has been recognized to be the organizational culture and philosophy. The author has also brought out essential points which highlight the need for a fresher view on the concept which can be seen in the light of some practical decision making processes of the current