ABSTRACT
In 1960, marketing professor, E. J. McCarthy, discarded "people" altogether in his "Basic Marketing: A Managerial Approach", reducing the mix to only product, price, promotion and place. The 4 P's were later expanded to 7 P's by Booms and Bitner in 1981. Later, seven would grow to 8 P's in 2007 as Lovelock and Wirtz argued "productivity" was another critical element in "Services Marketing: People, Technology, Strategy". Lauterborn replaces "product" with "consumer", suggesting the company study what the consumer "wants and needs", not what the company produces. Consumer, cost, convenience, communication: Lauterborn's forward thinking would better fit the movement for many companies from mass marketing to niche marketing, selling only what the consumer wants to buy. When Gutenberg invented the printing press in 1450, he invented "mass communications". In late 1989, Tim Berners-Lee, an English computer scientist, invented the World Wide Web- a system of interlinked hypertext documents accessed via the Internet we have come to know as Web pages.
