In the 1960s, Harvard Business School's Professor Neil Borden picked out a number of company actions that influence buyers' decision to pay for goods or services. He named these actions the "Marketing Mix". Since then, the concept has become the cornerstone of marketing. It was later on refined by E. Jerome McCarthy, a professor of the same school. McCarthy identified the four elements of the Marketing Mix. These elements, which businesses today refer to as the four Ps are as follows: product, price, placement, and promotion. Product refers to the actual goods and services and how these relate to what consumers need and want. It involves specifications, warranties, guarantees, and technical support. Pricing, on the other hand, may not only refer to the money used in the exchange of goods, but also to the resource that was exchanged for a product or a service - time, for example, or attention, or energy. Meanwhile, promotion refers to the various methods of marketing the product while placement evolves around how the product gets to the consumer. This section contains articles relating to marketing and the topics that are under its umbrella.