SAFE: The New-Age Service Marketing Mix for the New-Age Internet-Based Services

Abstract Internet-based services have emerged at a fast pace, but the literature thereon has not kept pace with it. Researchers and marketers still refer to the traditional marketing frameworks to define and manage these services. This paper argues that this approach is detrimental both to the academicians and the practitioners. The paper attempts to establish that Internet-based services are significantly different from the traditional services and require contemporary marketing frameworks. Further, a new-age marketing mix, SAFE, is proposed, which is expected to help marketers manage Internet-based service more efficiently.