The marketing mix concept has dominated the marketing discipline for over five decades. Scholarship and practice within this discipline have experienced a shift from Borden's twelve controllable elements to McCarthy's 4Ps to Booms and Bitner's 7Ps framework, which introduced the notions of 'participants,' 'physical environment,' and 'process' to McCarthy's 4Ps framework. This paper examines the nature of these shifts and the factors that drive them.