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Extended Marketing Mix |
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7Ps of Marketing |
Summary of the Extended Marketing Mix by Booms and Bitner. Abstract |
Bernard H. Booms and Mary J. Bitner |
The 7 Ps or Extended Marketing Mix of Booms and Bitner is a marketing strategy tool that expands the number of controllable variables from the four in the original Marketing Mix Model to seven. The traditional Marketing Mix model was primarily directed and useful for tangible products. The 7 Ps model is more useful for services industries and arguably also for knowledge-intensive environments. Booms and Bitner's expanded the marketing mix by adding the following 3 additional P's:
The first two additional Ps are explicit (People, Process) and the third one (Physical Evidence) is an implicit factor. Booms and Bitner also suggest that Place in a service-oriented company includes the accessibility of the service, and that Promotion in a service-oriented company includes the input of front-line service personnel. Book: Nirmalya Kumar - Marketing As Strategy: Understanding the CEO's Agenda for Driving Growth and Innovation Book: David A. Aaker - Strategic Marketing Management T I P : Here you can discuss and learn a lot more about Services Marketing and the 7 Ps. Compare with the 7Ps of Marketing: Marketing Mix (4-Ps) | Ansoff | Porter | BCG Matrix | Positioning |
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