•The marketing mix is integral to building a new service or campaign or fundraising product. It also plays a central role inreviewing an existing product to make sure it is effective.•In 1964 Neil Borden, a professor of advertising at HarvardBusiness School, said that building a product (good, service or idea) is a bit like baking a cake.•The concept is simple. Think about another common mix - acake mix. All cakes contain eggs, milk, flour, and sugar.However, you can alter the final cake by altering the amounts of mix elements contained in it. So for a sweet cake add moresugar!