Service Marketing — Assertion or Asset?
- 1 July 1983
- journal article
- research article
- Published by Taylor & Francis in The Service Industries Journal
- Vol. 3 (2) , 113-120
- https://doi.org/10.1080/02642068300000018
Abstract
After outlining the various approaches proposed by writers who consider that Service Marketing involves features which make it distinctive, the paper raises three major criticisms of these approaches. In particular it suggests that too much of the discussion of Services Marketing has been producer-orientated. The dangers of such an approach are considered.Keywords
This publication has 2 references indexed in Scilit:
- Breaking Free from Product MarketingJournal of Marketing, 1977
- The Case for Redefining ServicesJournal of Marketing, 1964