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The Marketing Mix Beyond the 4 Ps: The 7 Ps of Services Marketing

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An examination of why the traditional 4 Ps marketing mix is insufficient for services, and how Booms and Bitner's 1981 extension to People, Physical Evidence, and Process provides a more complete framework for designing and marketing intangible offerings.

Inhaltsübersicht

  • From Product to Process: The Limits of the Traditional 4 Ps
  • People, Physical Evidence, and Process: The Three Additional Ps
  • Applying the 7 Ps Framework to Service Design
  • Critiques, Extensions, and Contemporary Relevance of the Services Marketing Mix
Marketing team discussing product, price, place, and promotion strategy around a table
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