The four Ps framework also applies to services with some adaptations. Because services cannot be patented, unique offerings are difficult to protect. In addition, because services are intangible, brands and logos (which can be protected) are particularly important. The inseparability of production and consumption of services means that capacity management is important to services. The intangible nature of services makes price an important indication of service quality. Distribution has become an important marketing tool for services, and electronic distribution allows some services to provide global coverage.

In recent years, service organizations have increased their promotional activities. Finally, the performance of people, the appearance of the physical environment, and the process involved in delivering a service are recognized as central to the customer experience.