Once the market has been segmented, target market(s) identified and products positioned, marketing strategy can then address the components of marketing mixes. However, making vainglorious announcement is easy but planning to achieve and really achieving them is difficult. For services industry, it was observed that the traditional marketing mix as coined by Professor Neil Borden (twelve elements) and summed up by McCarthy into the 4Ps namely product, price, place and promotion was inadequate because of three main reasons. The first reason was that the original marketing mix was developed for the manufacturing industries which implied that the services offered by...