ABSTRACT
The extended mix is used for marketing services – people, process and physical evidence. In many cases, the person is the service which has signifi cant implications for advertising and promotion – it is their knowledge, skills, qualifi cations and experience that enable them to produce the service. The physical evidence includes the environment in which the service is delivered and paperwork that accompanies the service. A structure for analyzing the people element of the marketing mix is given in Figure 7.1 overleaf (i.e. diagram on page 122).
