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Marketing in the service sector
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The article was published on 1974-01-01 and is currently open access. It has received 265 citations till now. The article focuses on the topics: Return on marketing investment & Marketing management.read more
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Journal ArticleDOI
Classifying Services to Gain Strategic Marketing Insights
TL;DR: In this paper, the authors argue for a focus on marketing practice in service organizations, arguing that the diversity of the service sector makes it difficult to come up with managerially useful generalizations concerning marketing practice.
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Relationship approach to marketing in service contexts: The marketing and organizational behavior interface
TL;DR: In this article, a relationship approach to marketing is described and two interfaces between marketing and organizational behavior, both as business functions and as academic disciplines, are discussed, viz., the need for a service culture and internal marketing.
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Whither Services Marketing? In Search of a New Paradigm and Fresh Perspectives
TL;DR: In this article, the authors examine the received wisdom of services marketing and challenge the validity and continued usefulness of its core paradigm, namely, the assertion that four specific characteristics (i.e.,
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Tracking the evolution of the services marketing literature
TL;DR: In this article, the authors offer their personal interpretations as participant-observvers together with a data-based analysis of the evolution of the services marketing literature and discuss how the literature has evolved from the early services-marketing-is-different debate to the maturation of specific topics (e.g., service quality, service encounters).
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Service Positioning through Structural Change
TL;DR: In this paper, a new approach suggests that 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.