INTEGRATED RESEARCH JOURNAL OF MANAGEMENT, SCIENCE AND INNOVATION
ISSN 2582-5445 (online)
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MANAGING 7P’S OF SERVICE MARKETING: AN EXTENSION TOWARDS RELATIONSHIP MARKETING
3 Author(s): DR. R S BHARDWAJ,MS. ANJALI CHANDRA,DR. PINKI SHARMA
Vol - 5, Issue- 1 , Page(s) : 83 - 96 (2018 ) DOI : https://doi.org/10.32804/IRJMSI
The marketing mix management paradigm has dominated marketing thought, research and practice since it was introduced almost 40 years ago. But in present scenario, this paradigm has started losing its position. Increasing horizons of business activities and evolving recognition of customer value, customer satisfaction and customer retention reinforces the changes in marketing thought. Especially in service marketing the main focus is on relationship building rather than exchange process.