fairly strong support Booms and Bitner's (1981) 7P framework should replace McCarthy's 4Ps framework as the generic marketing mix.. by C Nguyen — Consequently, Booms and Bitner (1981) extended the 4Ps mix to include three other factors: People, Process, and Physical Evidence. Their new marketing mix .... by G ZEREFU · 2014 — by Booms & Bitner (1981) has been considered to be a valuable tool for marketing service. These 7Ps are the suitable marketing mix elements for insuran