When marketing services, 4 Ps are not enough

S ince Neil Borden introduced the concept of the marketing mix in 19621 and Jerome McCarthy popularized the four Ps in 1964, 2 marketing plans have incorporated these elements as key building blocks for marketing programs. The four Ps of Price, Product, Place, and Promotion have become the four gospels of marketing. But the four Ps are not enough for the marketing of services. Another three Ps, strategic elements that occupy management's attention, must be included in the marketing mix: Personnel, Physical facilities, and Process management.