The 4Ps marketing mix concept (also known as the 4ps of marketing) was introduced by Jerome McCarthy in his book: "Basic Marketing: A Managerial Approach". It refers to the thoughtfully designed blend of strategies and practices a company uses to drive business and successful product promotion. Initially 4, these elements were product, price, place and promotion, which were later expanded by including people, packaging and process. These are now considered to be the “7 Ps” mix elements.