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- Title
Marketing Mix in Services.
- Authors
Grădinaru, Cătălin; Toma, Sorin-George; Marinescu, Paul
- Abstract
In a hypercompetitive environment, one in which it is difficult to gain substantial competitive advantages, it is becoming harder and harder to differentiate yourself from the rest, especially when activating in the services field. In order for a company to scientifically act, react and manage to satisfy as well as possible the customer’s needs, it should carry out a rigorous management process of services marketing. In the past, the marketing mix comprised 4Ps: product, price, place and promotion. As the client’s requirements grow and become more complex, an irrefragable need occurs to extend the traditional marketing mix with another 3Ps: people, physical evidence and process, that highlights the importance of these elements and place them on the relevancy scale that no manager should ever neglect. The aim of the article is to render in brief the components of the marketing mix in services. The research methodology is literature review.
- Subjects
MARKETING consultants; MARKETING; MARKETING mix; MARKETING management; INDUSTRIAL management
- Publication
Ovidius University Annals, Series Economic Sciences, 2016, Vol 16, Issue 1, p311
- ISSN
2393-3127
- Publication type
Article