In 1960, E. Jerome McCarthy introduced the concept of marketing mix in his book Basic Marketing: A Managerial Approach. It consists of four Ps - product, price, place, and promotion - and has been used as a framework in marketing education and practice since then. The concept was first formally conceptualized in McCarthy's highly influential book and has remained relevant and applicable despite being introduced decades ago. McCarthy's marketing mix has become synonymous with the essential elements of a successful marketing strategy and has been widely accepted and used by both practitioners and academics. It includes a product marketing framework and has a mnemonic appeal. Its validity still stands and is seen as a cornerstone in marketing theory and practice.