The marketing discipline contains two related yet separate fields which are product and services marketing. Standardized physical products take the form of physical objects yet services present themselves as non-physical elements that have limited lifespan and require direct involvement from customers. The research investigates the fundamental principles of both domains through their strategic frameworks while showing their commonalities and distinct characteristics. The research examines how the 4Ps of product marketing and the 7Ps of services marketing frameworks guide actual business operations. The research focuses on how product and service marketing merge in modern markets and the organizational procedures needed for execution and the entrepreneurial choices that determine business strategies. Organizations across the globe establish enduring market leadership through exceptional products and superior services as demonstrated by Greek businesses and international companies.
Keywords: 4Ps of marketing, 7Ps of marketing, Decision Making, Marketing Strategy, Services Marketing, greek firms., product marketing