who coined the term 4ps of marketing

The term 4ps was first termed out by  E. Jerome McCarthy. He was a marketing professional at Michigan State University, who brought the concept in Borden’s book and created the ideas of “4 Ps” a word that is even used today. In 1960, McCarthy co-wrote the book “Basic Marketing: A Managerial Approach,” additionally popularizing the idea of the 4 Ps.