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The marketing mix works through four key elements: product, price, place and promotion, as revealed by the literature associated with this topic. These variables, when combined, allow companies to market their products and services to strengthen the value chain with their customers. This article, in the context of a literature review, examines the different approaches to the marketing mix and the benefits it brings to companies when manufacturing and selling their goods. To achieve this objective, the existing literature in the Elsevier Scopus database was compiled under the following search equation: TITLE-ABS-KEY ("product" AND "price" AND "point of sale" AND "promotion"), which encompasses the four Ps of marketing (product, price, point of sale and promotion). The basis for the literature analysis was a population of 76 documents, distributed under the following percentages: articles (80%), reviews (9%), session documents (7%), book chapters (2%) and books (1%). The bibliometrix program was used to obtain and analyze data. The results show the highest number of citations received by a document was 211, a higher average of citations of 7.67 corresponding to the year 2015, in a word tree the concept with the highest number of appearances was advertising and promotion and in the elaboration of a plot of 3 fields the source with the highest number of published documents was Tobacco Control. It is concluded that in this literature analysis the marketing mix is applied to the marketing of tobacco-related products, green marketing, health and social welfare and mobile advertising, which reflects the presence of the marketing mix in these types of activities.
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