David Onditi 
Evaluation of the extent of usefulness of marketing mix as a basis to developing marketing strategies for service industry [PDF ebook] 

Essay from the year 2017 in the subject Business economics – Offline Marketing and Online Marketing, grade: A+, University of Nairobi, language: English, abstract: The marketing strategies that of service industry through the use of marketing mix have to content with some unique characteristics. Marketing mix elements include the product, place, promotion and price.
The paper seeks to evaluate the role of the marketing mix in the development of the marketing strategies in the service industry.
Marketing mix is very helpful in the value creation, supporting the needs and wants of the customers and the improvement of the returns on investment (ROI) by helping to develop the marketing strategies. Qualitative research method will be applied in the research through the use of case studies and interviews.
The expected results indicates that when properly applied, the marketing mix helps in the development of the marketing strategy of the firms.