<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>Internet-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.</p>
</abstract>

Internet-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.

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

Chetana’s RK Institute of Management and Research

Acta Universitatis Sapientiae, Economics and Business

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

{"article-title":"SAFE: The New-Age Service Marketing Mix for the New-Age Internet-Based Services"}

Internet-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...

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

Publié en ligne: 13 oct. 2022

Pages: 106 - 132

DOI: https://doi.org/10.2478/auseb-2022-0007

Mots clés
marketing mix, SAFE, 4Ps, McCarthy’s mix, service mix, Internet-based services

© 2022 Tapish Panwar, et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

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

Publié en ligne: 13 oct. 2022

Pages: 106 - 132

DOI: https://doi.org/10.2478/auseb-2022-0007

Mots clésmarketing mix, SAFE, 4Ps, McCarthy’s mix, service mix, Internet-based services

© 2022 Tapish Panwar, et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Mots clés
marketing mix, SAFE, 4Ps, McCarthy’s mix, service mix, Internet-based services