ABSTRACT
The idea of providing the right environment to enhance your product or service goes beyond that traditional marketing principle of promotion. Companies still need to advertise and deliver products but marketers must also understand the environment and context in which they will be used (see Consuming Experience). If the environment is not conducive to its use, then it is the marketers’ role to improve the environment so their product will be more attractive. In services marketing this is referred to not as the landscape, but the ‘servicescape’.
