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Literature Review from the year 2006 in the subject Business economics - Offline Marketing and Online Marketing, grade: 80 %, , course: Marketing of Services, language: English, abstract: This is a literature review to the homerworkassigment Marketing of Services at the International Business School Budapest. A traditional definition of marketing is provided by the Chartered Institute of Marketing: The management process which identifies anticipates and supplies customer requirements efficiently and profitably. The marketing mix for services is not only the same as by the Goods marketers. They have the 4Ps: Product Place Promotion Price. Early analysis by Borden (1965) of marketing mix elements was based on a study of manufacturing industry at a time when the importance of services to the economy was considered to be relatively unimportant. More recently, the 4Ps of the marketing mix have been found to be too limited in their application to services. Particular problems that limit their usefulness to services are as follows.
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