Negotiations in the Service Industry

Abstract

Conventional marketing theory is replete with the 4Ps (Product, Price, Place and Promotion), underscoring much of business and management literature (Heskett, Sasser, & Schlesinger, 1997). In its most commonly recognizable avatars, Product is about product and programme policy decisions, Price equates towards price policy decisions, Place associates itself with distribution policy decisions and Promotion lends itself towards communication policy decisions.