Define marketing mix according to Philip Kotler
According to Philip Kotler "Marketing Mix is set of controllable variables that firm can use to influence buyer's response". Controllable variables in this context refer to the 4 'P' s [product, price, place (distribution) and promotion]. Every firm strives to build up such a composition of 4'P's, which can create highest level of consumer satisfaction and at the same time meet its organisational objectives.