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 ...

Get Essentials of Services Marketing, Second Edition now with the O’Reilly learning platform.

O’Reilly members experience live online training, plus books, videos, and digital content from nearly 200 publishers.