
162 Services Marketing
process needs to be facilitated between the two parties, with adequate support
services, tangibles, systems, techniques and other support materials. e goal
of interactive marketing is to facilitate e cient production and consumption
process and to create positive and satisfactory experiences, if possible, for
both customers and employees.
The Services Marketing Mix
Services marketing is more challenging than goods marketing owing to the
unique characteristics of services. e traditional marketing mix that was
developed, keeping in view the goals of marketing, may also be adopted to
services marketing. But service orga ...