Part II: Applying the 4 Ps of Marketing to Services
PART II of this book revisits the 4 Ps of the traditional marketing mix (Product, Place, Price, and Promotions). However, the 4 Ps are expanded to take into account the specific characteristics of services that make them different from goods marketing. It consists of the following four chapters:
This chapter discusses the service concept that includes both the core and supplementary elements. The supplementary elements both facilitate and enhance the core service offering.
This chapter examines the time and place elements. Manufacturers usually require ...