Extended Marketing Mix

Definition: the Extended Marketing Mix is a services marketing strategy tool that expands the number of controllable variables from the 4 in the original Marketing Mix Model to 7.
Booms and Bitner added the following 3 additional Ps to the original Marketing Mix to better accommodate services industries:
- People;
- Process; and
- Physical Evidence.

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More on services marketing: Service Inseparability, Service-Dominant Logic, Tourism Marketing.

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