THE EXTENDED MARKETING MIX: THE CASE OF EL CELLER DE CAN ROCA

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.