Asian Journal of Management

Abstract

The present management education institutions (MEI) are still looming large with traditional product centric views. Their marketing mixes woven are in tunes with the old concepts of services marketing mixes. Further in this globalised situation the old mixes are proving to be ineffective to face the present market challenges.

Management education services (MES) market which viewed pupil as student need to change their angle of looking towards them as Internal and Intermediate Customers, to be offered to the industrial and consumer services market. This conceptual paper reviews the present 7 P's of services marketing mix which is product centered tries to present new set of 7C's of services marketing mix which will be Customer centric. Attempts are made to modify the services marketing mix of 7 P's to 7 C's and present the need for change by reviewing the existing situation and also highlights the inevitable need for adoption of the revised 7 C's. Attempts are made to modify the existing approaches and concepts which are developed for the business sectors and explain the need for change and how they can be applied to the field of management education.

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