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The Extended Marketing Mix: The Case Of El Celler De Can Roca

Author

Listed:
  • Catalin GRADINARU

    (University of Bucharest, Romania)

  • Sorin-George TOMA

    (University of Bucharest, Romania)

Abstract

A key success factor in services marketing is the manner in the extended marketing mix is applied. Services, defined as activities offered on the marketplace, are difficult to evaluate from a qualitative point of view, contain only a few tangible components and cannot be stored. Due to specifics related to services such as intangibility, heterogeneity, production-consumption inseparability and perishability, distinctions had to be made so that they would distinguish themselves from products. Thus, the notion of traditional marketing mix (place, price, product, promotion) was adapted for services and specialists introduced the notion of extended marketing mix by adding three new components: people, physical evidence and process. The aim of our paper is to highlight the specifics and analyze the components of the extended marketing mix within the Catalonian business El Celler de Can Roca, the world’s best restaurant in 2015, according to the Michelin Guide. The paper’s research methodology is literature review.

Suggested Citation

  • Catalin GRADINARU & Sorin-George TOMA, 2017. "The Extended Marketing Mix: The Case Of El Celler De Can Roca," Contemporary Economy Journal, Constantin Brancoveanu University, vol. 2(3), pages 219-227.
    • Handle: RePEc:brc:brccej:v:2:y:2017:i:3:p:219-227
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    Citations

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    Cited by:

    1. Stefan Catana & Sorin-George Toma, 2021. "Marketing Mix in Healthcare Services," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 485-489, August.
    2. Andrisan Gabriela Nicoleta & Modreanu Andra, 2022. "Corporate Strategy: An Overview," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 1, pages 242-246, February.
    3. Modreanu Andra & Gabriela Nicoleta Andrisan, 2022. "An Overview Of The Typology Of Strategy," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 1, pages 206-211, February.
    4. Stefan-Alexandru Catana & Sorin-George Toma, 2021. "Service Quality Models As Customers Satisfaction Tools," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 5, pages 241-245, October.
    5. Toma Sorin George, 2023. "Corporate Strategy And Business Strategy," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 3, pages 82-88, June.
    6. Andrisan Gabriela Nicoleta & Modreanu Andra, 2022. "Corporate Strategy: An Overview," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 5, pages 80-85, October.
    7. Sorin-George Toma, 2023. "The Evolution of the World’s Most Valuable Brands in the Period 2018-2023," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 815-821, August.

    More about this item

    Keywords

    services marketing; extended marketing mix; El Celler de Can Roca; experience marketing; restaurant;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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