7 P’S OF SERVICES MARKETING IN INSURANCE AND BANKING ...
the framework of the 7Ps of the SMM (Ennew and Watkins, 1992). Magrath (1986) argued that the four Ps are not enough for the marketing of services. There are another three Ps, which are personnel, physical facilities and process management, to be considered as strategic elements about which management should pay attention. Failure to ................
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