THEORY 67
MARY BITNER AND BERNARD BOOMS: THE 7PS MARKETING MIX
Use this to demonstrate what an organisation needs to do to get its product or service to be successful.
The marketing mix is a famous planning tool used to describe the choices an organisation has to make when bringing a product or service to market. Bitner and Booms expanded on Jerome McCarthy’s original 4Ps (Product, Place, Price and Promotion) to produce the following model:
Source: Booms, B.H. and Bitner, M.J. (1981) ‘Marketing strategies and organisation structures for service firms’ in Donnelly, J. and George, W.R. (eds) Marketing of Services. Chicago, IL: American Marketing ...
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