New Marketing Mix Stresses Service
David A. Collier
(Member of the Faculty of Management Sciences at Ohio State University)
4370
Abstract
The seven Ps of service management include some nontraditional ingredients to help formulate marketing strategy. Two examples illustrate how competitive advantage can be won or lost based on applying or ignoring the seven Ps.
Citation
Collier, D.A. (1991), "New Marketing Mix Stresses Service", Journal of Business Strategy, Vol. 12 No. 2, pp. 42-45. https://doi.org/10.1108/eb039402
Publisher
:MCB UP Ltd
Copyright © 1991, MCB UP Limited