Marketing of services is no different from marketing of products, the strategies of the 4 P's, however, require some modifications when applied to services.

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 Market Strategies for Service Firms: Traditionally it was believed that 4 Ps work well for tangible goods, but three more Ps are added in the service marketing mix. They are physical evidence, process, and people. 

Since the services are provided by people so that activities like selection, training and motivation of employees carry huge importance for an organization as they have direct impact on customer satisfaction. Service quality can be demonstrated through physical evidence. Different processes can be selected by the service firms to deliver their services.

Service marketing involves external marketing, internal marketing and interactive marketing. 

External marketing refers to pricing, distributing, and promoting the service. Internal marketing refers to training and motivating employees who will serve the customers. Interactive marketing refers to communication skills of the employees with the customers.

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