The Services Marketing Mix: Theoretical Views of Church Services Marketing

Abstract

It could be noted that marketing can be stretched beyond profit business organisation. In the area of services, it is important to note that both profit and non-profit organisations share competitive traits in the sense that they are competing with one another advantageously to distinguish themselves. Thus, this paper reviews the existing literature on services marketing and highlights opportunities for competitive-oriented church activities for improved church marketing. These activities are simplified in this review by first identifying, the theoretical implications and then presenting an overview of the services marketing mix ingredients. Although the variety of ways in which services marketing mix are construed is enormous, some relevant studies on services marketing mix and studies with church efforts to implement the principles of services marketing mix are the focus of this theoretical paper. Thus, the 7Ps of services marketing, which is an extension of the original marketing mix from four to seven elements, is discussed.