Negotiations in the Services Sector

Marc Helmold (), Tracy Dathe () and Florian Hummel

Chapter 11 in Successful Negotiations, 2022, pp 211-222 from Springer

Abstract: Summary The 4 Ps (product, price, place and promotion) are known from conventional marketing theory (Heskett, Sasser, Schlesinger, The Service Profit Chain: How Leading Companies Link Profit and Growth to Loyalty, Satisfaction, and Value, Free Press, New York, 1997). Product is about product and program policy decisions; price is about price policy decisions; place is about distribution policy decisions, and promotion is about communication policy decisions (Meffert, Burmann, Kirchgeorg, Marketing: Grundlagen marktorientierter Unternehmensführung, Gabler, Wiesbaden, 2012). However, the concept of the 4 Ps of marketing cannot be transferred one-to-one to services marketing, as there are special challenges in marketing services that result from the nature of the services.

Date: 2022
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-35701-6_11

Ordering information: This item can be ordered from
http://www.springer.com/9783658357016

DOI: 10.1007/978-3-658-35701-6_11

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().