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Numerous requests to also take care of people (i.e. societal impact) and planet (i.e. environmental impact) in addition to making profits (i.e. economic impact) urge service firms to rethink their marketing. In this paper, the authors therefore develop an organizing framework that integrates the people–planet–profits – also referred to as the “Triple-P” – concept in the marketing strategy, implementation and evaluation of service firms.

This paper uses a conceptual approach that is rooted in the service marketing, marketing strategy and communication literature.

The foundations of marketing strategy (Palmatier and Crecelius, 2019) and the Gaps model of service marketing (Parasuraman et al., 1985) guide both academics and practitioners regarding (1) why the Triple-P idea should be part of a company's marketing strategy, (2) how people and planet could play an important role in the implementation stage by integrating the Triple-P concept in the service marketing mix and (3) what impact could be achieved and evaluated by closing the five gaps identified by the Gaps model, while fostering a people–planet–profits mindset.

The authors also identify areas for future research on this important topic.

Transformative value (people and planet) without profits is not attractive to firms. Profit-making organizations are in the best position to transform the world in a societal and environmental rewarding way.

The Triple-P affects the marketing strategy, implementation and evaluation of firms and contributes to a better, sustainable world.

Marketing evolves from traditional over service and digital to transformative. Therefore, it is crucial to embrace transformative challenges in combination with economic returns, resulting in a new sustainable service era for marketers and managers.