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SAFE: The New-Age Service Marketing Mix for the New-Age Internet-Based Services

SAFE: The New-Age Service Marketing Mix for the New-Age Internet-Based Services AbstractInternet-based services have emerged at a fast pace, but the literature thereon has not kept pace with it. Researchers and marketers still refer to the traditional marketing frameworks to define and manage these services. This paper argues that this approach is detrimental both to the academicians and the practitioners. The paper attempts to establish that Internet-based services are significantly different from the traditional services and require contemporary marketing frameworks. Further, a new-age marketing mix, SAFE, is proposed, which is expected to help marketers manage Internet-based service more efficiently. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Acta Universitatis Sapientiae, Economics and Business de Gruyter

SAFE: The New-Age Service Marketing Mix for the New-Age Internet-Based Services

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Publisher
de Gruyter
Copyright
© 2022 Tapish Panwar, et al., published by Sciendo
eISSN
2360-0047
DOI
10.2478/auseb-2022-0007
Publisher site
See Article on Publisher Site

Abstract

AbstractInternet-based services have emerged at a fast pace, but the literature thereon has not kept pace with it. Researchers and marketers still refer to the traditional marketing frameworks to define and manage these services. This paper argues that this approach is detrimental both to the academicians and the practitioners. The paper attempts to establish that Internet-based services are significantly different from the traditional services and require contemporary marketing frameworks. Further, a new-age marketing mix, SAFE, is proposed, which is expected to help marketers manage Internet-based service more efficiently.

Journal

Acta Universitatis Sapientiae, Economics and Business – de Gruyter

Published: Sep 1, 2022

Keywords: marketing mix; SAFE; 4Ps; McCarthy’s mix; service mix; Internet-based services; M310

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