search query: @author Collier, D. A. / total: 5
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| Author: | Collier, D. A. |
| Title: | New marketing mix stresses service |
| Journal: | Journal of Business Strategy
1991 : MAR-APR, VOL. 12:2, p. 42-45 |
| Index terms: | MARKETING MIX MARKETING MODELS COMPETITIVENESS SERVICE |
| Language: | eng |
| Abstract: | The original model of the four Ps of the traditional marketing mix(product,price, place, and promotion) is now extended with three additional Ps (physical evidence, participants, and process). The new model, founded in the service sector revolution, is called the "expanded marketing mix". These seven Ps recognize that at the points of service creation and delivery, marketing and operations functions occur simultaneously. Two examples illustrate how competitive advantage can be won or lost based on applying or ignoring the seven Ps. |
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