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Marketing of Engineering Consultancy Services: A Global Perspective

By
Pradeep Kumar Chatterjee
Pradeep Kumar Chatterjee
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Partho Pratim Chatterjee
Partho Pratim Chatterjee
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ISBN:
9780791861837
No. of Pages:
136
Publisher:
ASME Press
Publication date:
2019

For service industry, it was observed that the traditional marketing mix as coined by Professor Neil Borden (twelve elements) and summed up by McCarthy into 4Ps namely product, price, place and promotion were inadequate. Booms and Bitner [10] have suggested an expanded marketing mix model. Magrath [11] endorsed such an approach and categorically pointed out that when marketing services, 4Ps are not enough. He said that another three Ps, namely personnel, physical facilities and process management must be included in the marketing mix. A number of marketing research studies supplement the relevance of each of the 7Ps. Like, Shostack [12]...

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