Textbook:
Pages : 536;
Paperback;
210 X 275 mm approx.
Workbook:
Pages : 283; Paperback;
210 X 275 mm approx.
Chapter Code : SMC09
Textbook Price: Rs. 900;
Workbook Price: Rs. 700;
Shipping & Handling Charges: Rs. 100 per book;
Books Available only in INDIA
As we have learnt in earlier chapters, services are characterized by their intangibility, inseparability, variability, and perishability. Due to these characters, goods and services show considerable differences. Therefore, the approaches for marketing each should also be different. |
|
These four Ps namely, product, price, promotion, and place, do not cover all the areas of service production and delivery. Therefore, service providers have added another three Ps to the traditional marketing mix. They are people, process, and physical evidence. This chapter discusses all the seven Ps of the services marketing mix in detail.
Marketing Mix in Traditional Marketing
Inadequacy of Four Ps
Expanded Marketing Mix
Product
Pricing
Promotion
Place
People
Process
Physical Evidence