| Author: | Rafiq, M. Ahmed, P. |
| Title: | Using the 7Ps as a generic marketing mix: an exploratory survey of UK and European marketing academics |
| Journal: | Marketing Intelligence and Planning
1995 : VOL. 13:9, p. 4-15 |
| Index terms: | EUROPE MARKETING MIX UNITED KINGDOM |
| Language: | eng |
| Abstract: | McCarthy's 4Ps mix has increasingly come under attack with the result that different marketing mixes have been put forward for different marketing contexts. Contents that the the numerous and ad hoc conceptualizations undertime the concept of the marketing mix and proposes that Booms and Bitner's (1981) 7Ps mix for services be extended to other areas of marketing. Shows how the 7Ps framework can be applied to the consumer goods and reports that the results of a survey of UK and European marketing academics which suggest that there is a high degree of dissatisfaction with 4Ps. |
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