If you’ve ever sat in a strategy meeting, brainstormed a campaign, or built a brand from scratch, chances are you’ve bumped into the “7 Ps of marketing.” It’s one of the most talked-about frameworks in marketing and advertising—but do you know where it actually came from?
The answer: E. Jerome McCarthy, a marketing professor who first proposed the simpler version: the 4 Ps.
Back in 1960, McCarthy introduced the original four elements—Product, Price, Place, and Promotion—as a way to break down the essential ingredients of successful marketing.
Fast forward two decades, and along came Booms and Bitner, two academics who expanded the model to better suit the service industry, creating what we now know as the 7 Ps.
This shift didn’t just add elements—it reshaped how businesses approach customer experience, execution, and positioning. And over 60 years later, the framework is still doing its job.
Let’s dig in.
The Origin Story: From 4 Ps to 7 Ps
The 4 Ps were McCarthy’s response to a fundamental question: What do companies need to think about to market their product well?
His answer:
- Product – What are you selling?
- Price – How much does it cost?
- Place – Where do people find it?
- Promotion – How are you telling people about it?
It was a tidy, practical model that worked well—for a while.
As marketing evolved and service businesses multiplied, the 4 Ps no longer captured the full scope of delivering value—especially through human and digital interactions.
Enter Bernard Booms and Mary Bitner, who proposed three new Ps in 1981: People, Process, and Physical Evidence.
Together, these additions rounded out a model that became crucial in the modern age of service, experience, and digital connection.
What Are the 7 Ps of Marketing?
Here’s a breakdown of each “P” and how they work together in today’s marketing ecosystem.
1. Product
Whether it’s a physical item or a digital subscription, your product includes design, features, quality, branding, and packaging.
Key questions marketers ask:
- Does this product solve a real problem?
- Is the design user-friendly and appealing?
- How does it compare to competitor products?
2. Price
The price point sets expectations. A premium product with a bargain-bin price might confuse buyers, while luxury pricing without quality will scare them off.
Smart pricing strategy accounts for:
- Customer perception of value
- Competitor pricing
- Seasonal or promotional discounts
3. Place
Place covers where and how the product is delivered. From retail shelves to Shopify carts, this is your distribution pipeline.
Ask yourself:
- Is it easy for your audience to find you?
- Are you where your ideal customer shops or scrolls?
4. Promotion
This is where most of the advertising magic happens.
Promotion includes:
- Digital ads
- Social media
- Sales promotions
- Content marketing
- PR campaigns
- Email marketing
This is where brands shout, whisper, or sing—depending on their audience and objectives.
5. People
People are the frontline—your employees, support team, sales reps, and anyone else who interacts with your customers.
Their behavior, knowledge, and attitude shape the brand experience. Think of people as brand ambassadors in real time.
6. Process
Behind every customer experience is a process. That includes how products are ordered, shipped, tracked, and supported.
A solid process means:
- Fewer bottlenecks
- Clear customer expectations
- Seamless user experiences
Marketing isn’t just about the front end—it’s about the backend too.
7. Physical Evidence
In a world of digital services and invisible transactions, physical evidence grounds your brand in something tangible.
That could be:
- Packaging
- Storefront design
- Business cards
- UI design
- Branded documentation
It’s the touchpoints that reassure customers they’re in good hands.
Why Do the 7 Ps Matter Today?
It’s tempting to think of the 7 Ps as “old school”—but they’re more relevant now than ever.
1. Marketing is More Complex Than Ever
Audiences don’t just want a good product. They want an experience. They want consistency. They want brands that show up on time and keep their promises.
The 7 Ps help companies manage every part of that journey—from product creation to delivery to post-sale support.
2. Service-Based Businesses Rule
Software, healthcare, coaching, agencies—you name it. Most fast-growing companies are service-based. That means people, process, and physical evidence are no longer optional—they’re critical.
3. Customers Expect Cohesion
When your support team sounds nothing like your ad campaign, there’s a disconnect. The 7 Ps ensure your brand experience feels intentional and unified.
How Brands Can Apply the 7 Ps Right Now
The power of the 7 Ps isn’t in learning them—it’s in applying them to real business problems.
Let’s take a quick walkthrough:
- Revamping your website? → That’s Place and Physical Evidence
- Training a new sales team? → That’s People
- Launching a product? → You’ll use all 7 Ps, but Product, Price, and Promotion will take the lead
- Automating customer onboarding? → That’s Process in action
No matter the challenge, you can trace it back to one or more Ps.
And that’s where a good marketing partner comes in—to help brand’s succeeds using the right tools, the right strategy, and the right timing.
What Does This Mean for Your Ad Agency?
If you’re running or working with an ad agency, the 7 Ps model is gold. It gives you a clear framework to audit your clients’ current setup and spot gaps in messaging, delivery, or experience.
Here’s how MOCK, the agency uses it:
- We identify which “P” is out of alignment
- We apply strategic creative solutions (design, digital, and advertising)
- We execute quickly—without the red tape
Whether it’s a rushed campaign or a full brand overhaul, the 7 Ps give structure to the madness.
And we’re all about taking things off your plate, making you look good, and getting it done on time.
At the End of the Day
Who invented the 7 Ps of marketing?
It started with E. Jerome McCarthy, then grew thanks to Booms and Bitner. But it lives on because it works.
Today’s marketing leaders face pressure from every angle—budget constraints, executive demands, tight deadlines, and constant change. The 7 Ps give you a way to bring order to that chaos.
When applied well, this model doesn’t just inform campaigns—it transforms brands.
If you’re ready to use the 7 Ps not just as a checklist, but as a competitive edge, we can help.
Let’s Make It Happen
Want to see how the 7 Ps apply to your brand, your department, or your next campaign? Let’s talk.
- Website: https://mocktheagency.com/
- Phone: 470-225-6814
- Email: hello@mocktheagency.com
- Address: 247 14th St NW, Atlanta, GA 30318
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