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Meet the visionaries who transformed the marketing landscape. These legends, past and present, have left an indelible mark on the industry. Their innovative ideas, strategic thinking, and creative genius continue to inspire marketers worldwide.

Neil Borden

Occupation:Harvard Business School Professor

Position Held:Professor

Introduction Neil H. Borden (1895-?) was a Harvard Business School professor who developed the concept of the marketing mix. His work influenced the practice of advertising management and marketing teaching. A pioneer in the field of marketing, Neil Borden has left an indelible mark on the industry. His groundbreaking work on the marketing mix has influenced generations of marketers.

Known as:

The Father of Integrated Marketing

Contributions:

- Coined the term "marketing mix" which later became the 4Ps (Product, Price, Place, and Promotion), and developed the concept of integrating multiple marketing channels.

- Authored "The Economic Effects of Advertising" and co-authored "National Advertising in Newspapers"

- Taught marketing at Harvard Business School and influenced generations of marketers

Achievements:

- Received the American Marketing Association's (AMA) Parlin Award for his contributions to marketing (1951)

- Inducted into the Marketing Hall of Fame (2015)

Why Legendary:

Borden's innovative ideas and writings have transformed the marketing landscape. His emphasis on the marketing mix and data-driven decision-making continues to inspire marketers to rethink their marketing strategies. His work laid the foundation for modern marketing strategy and the 4 Ps (Product, Price, Place, Promotion).

Legend List