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1953年,美国的尼尔·博登(Neil Borden)分析了12种可控市场元素,提出市场混合理论。1960年,尤金·麦卡锡(Jerome McCarthy)把尼尔·博登的理论简化为4种元素,即产品、价格、促销和渠道,即4Ps理论。此后4Ps理论作为无可比拟的基础理论被
In 1953, Neil Borden of the United States analyzed 12 controllable market elements and proposed the theory of market mixing. In 1960, Jerome McCarthy reduced Neil Burden’s theory to four elements: product, price, promotion, and channel, the 4Ps theory. Since then 4Ps theory as an unparalleled basic theory is