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:

Chapter 4 Developing Service Products: Core and Supplementary Elements

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.

Chapter 5 Distributing Services Through Physical and Electronic Channels

This chapter examines the time and place elements. Manufacturers usually require ...

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