Service Positioning through Structural Change
Open Access
- 1 January 1987
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 51 (1) , 34-43
- https://doi.org/10.1177/002224298705100103
Abstract
The basis of any service positioning strategy is the service itself, but marketing offers little guidance on how to craft service processes for positioning purposes. A new approach suggests that within service systems, structural process design can be used to “engineer” services on a more scientific, rational basis.Keywords
This publication has 3 references indexed in Scilit:
- A Marketing Audit using a Conceptual Model of Consumer Behavior: Application and EvaluationJournal of Marketing, 1981
- Breaking Free from Product MarketingJournal of Marketing, 1977
- The Case for Redefining ServicesJournal of Marketing, 1964