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Successful marketing by Infinite Ideas

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6. Three new marketing Ps: process, physical evidence and people.

What’s in this chapter for you

  • What is the extended marketing mix?
  • Physical evidence: getting the right feel
  • People: getting the right people
  • Process: making it all work

The traditional marketing mix has been extended by three new Ps, to become the extended marketing mix or the Seven Ps. These new Ps are: process, physical evidence and people. These additional Ps were added to the marketing mix because of the increasingly customer-oriented focus on marketing as well as the growth of the service sector and its importance to the economy.

Physical evidence: getting the right feel

Physical evidence is one of the new elements of the extended marketing mix and refers to the elements ...

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