What is the Marketing Mix?

The Marketing Mix is a business tool used in marketing and by marketing professionals. The Marketing Mix is often crucial when determining a product or brand's offering. The variables, such as price, promotion, and service, are managed by an organization to influence demand for a product or a service. 

Marketing Mix is referred to as the four Ps: priceproductpromotion, and place. In recent times, the concept of four Cs has been introduced as a more customer-driven replacement of four Ps. And there are two four Cs theories today. One is Lauterborn's four Cs (consumercostcommunicationconvenience), another is Shimizu's four Cs (commoditycostcommunicationchannel).  A marketing mix will use research, technology, and innovation to address the four P's or C's.