Marketing Mix in Services

In a hypercompetitive environment, one in which it is difficult to gain substantial competitiveadvantages, it is becoming harder and harder to differentiate yourself from the rest, especially whenactivating in the services field. In order for a company to scientifically act, react and manage to satisfyas well as possible the customer’s needs, it should carry out a rigorous management process ofservices marketing. In the past, the marketing mix comprised 4Ps: product, price, place and promotion. As the client’s requirements grow and become more complex, an irrefragable need occurs to extendthe traditional marketing mix with another 3Ps: people, physical evidence and process, that highlightsthe importance of these elements and place them on the relevancy scale that no manager should everneglect. The aim of the article is to render in brief the components of the marketing mix in services. The research methodology is literature review.