MARKETING MIX FOR SERVICE COMPANIES: ADAPTATION OF CLASSIC MODELS TO SERVICE MARKETING

Mamatkulova Shoira Djalolovna

GREEN ECONOMY AND DEVELOPMENT, 2026, vol. 4, issue 6

Abstract: This article examines the specific features of applying the marketing mix in service companies.The classic 4P model (Product, Price, Place, Promotion) is adapted to the specifics of service delivery, takinginto account such characteristics as intangibility, inseparability from the consumption process, variability inservice quality, and the impossibility of storage. The study also analyses the extended 7P and 8P models, whichinclude additional elements such as People, Process, and Physical Evidence, as well as possible modificationsaimed at increasing competitiveness and customer satisfaction. The article provides practical recommendationsfor optimising marketing strategies for service companies.

Keywords: marketing mix; service marketing; 4P; 7P; 8P; services; adaptation; strategies; promotion; customer experience; competitiveness (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:teu:ged000:v:4:y:2026:i:6:id:10845

DOI: 10.5281/zenodo.20629221

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