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

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, taking
into account such characteristics as intangibility, inseparability from the consumption process, variability in
service quality, and the impossibility of storage. The study also analyses the extended 7P and 8P models, which
include additional elements such as People, Process, and Physical Evidence, as well as possible modifications
aimed at increasing competitiveness and customer satisfaction. The article provides practical recommendations
for optimising marketing strategies for service companies.