ABSTRACT
Services marketers realized many decades ago that people are integral to the service product and that people should be a fifth ingredient of the marketing mix. The marketers of consumer and business-to-business products have since emulated their colleagues in services and have also incorporated people in their marketing mixes. In addition to people, services marketers have added physical evidence or ambience and process to the marketing mix for services, which is then the ‘7Ps’:
People Physical evidence Process Product Price Promotion Place.
