In the early 1960 a professor at Notre Dame University.

In the early 1960 a professor at Notre Dame University, Jerome McCarthy, conceptualized the idea that recent marketing strategy was built around what he called the "Four P's of Marketing." The four P's are produce pricing, promotion and place (distribution).

Dr McCarthy depicted these ingredients as a four-part circle circumscribing the customer, with an external perimeter that he called "the external environments" of societal, regulatory and cultural influences.

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Philip Kotler professor of international marketing at Northwestern University's Kellogg gymnasium of Management, believes that the four P's are as relevant today as they