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New marketing mix stresses service
1Ohio State University.
The Journal of Business Strategy
|February 8, 1991
Summary
The seven Ps of service management offer nontraditional marketing strategies. Properly applying these elements is crucial for gaining a competitive advantage.
Area of Science:
- Service Management
- Marketing Strategy
Background:
- The traditional marketing mix (4 Ps) has evolved.
- Service management incorporates additional elements beyond product, price, place, and promotion.
Purpose of the Study:
- To explore the extended marketing mix, specifically the seven Ps of service management.
- To demonstrate the impact of the seven Ps on competitive advantage.
Main Methods:
- Conceptual analysis of the seven Ps framework.
- Illustrative case examples of strategic application and omission.
Main Results:
- The seven Ps provide a comprehensive framework for service marketing.
- Strategic application of the seven Ps can lead to significant competitive advantage.
- Ignoring the seven Ps can result in a loss of competitive advantage.
Conclusions:
- The seven Ps are essential for effective service marketing strategy.
- Understanding and implementing the seven Ps is critical for business success in service industries.