![]() While Jerome McCarthy has only defined four verifiable marketing elements, the 7Ps are an extension as a result of which this services marketing mix can also be applied in service companies and knowledge intensive environments. This Service Marketing Mix strategy extends the original marketing mix model from four to seven elements. This Service Marketing Mix is also called the 7P model or the 7 Ps of Booms and Bitner. Bitner further developed the traditional marketing mix developed by the American Professor of Marketing Jerome McCarthy into the extended marketing mix or services marketing mix.ĭo you want unlimited ad-free access and templates? Find out more In 1981, using the above mentioned information, Bernard H. They translate the services provision into services for the customer across all sectors. Employees represent the face and the voice of their organization to the customers. This is very important as the behaviour of the employees can have a direct influence on the quality of the service. Successful organizations strongly focus on the service paradigm with investment in people, technology, personnel policy and remuneration systems for their employees. More and more organizations are competing one another strategically to distinguish themselves in the area of service and quality within a market. ![]() Background of the Service Marketing Mix (7 P’s) After reading you will understand the basics of this powerful marketing tool. Service Marketing Mix: this article explains the theory and concept of Service Marketing Mix, also known as the 7P’s in a practical way. ![]()
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