Sometimes, the marketing mix can extend beyond the classic four Ps of product, price, placement, and promotion established by professor E. Jerome McCarthy in 1960.

The concept of the maturity stage of the marketing mix is based on product life cycle theory, which states that products and services have sales patterns that fall into four stages: introduction ...

Bonfrer, Andre, Ernest R. Berndt, and Alvin J. Silk. "Anomalies in Estimates of Cross-Elasticities for Marketing Mix Models: Theory and Empirical Test." NBER Working Paper Series, No. 12756, December ...