Your assignment is to prepare and submit a paper on british american tobacco services marketing mix. British American Tobacco (BAT), operate in a highly controversial market since the main products offered are cigarette. It is due to this that the company has incorporated other services apart from cigarettes. The controversy that surrounds cigarettes has prompted BAT to come up with services that enhance their image such as Harm Reduction, E-cigarettes. It has also come up with other functional services like marketing, IT, and supply chain. Since the company also provides services, this report aims at looking for a marketing strategy that accommodates these services. Marketing is a key factor when it comes to influencing consumer behavior and value, especially if the three marketing mix for services are considered (people, physical evidence, and process).


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