Showing papers on "Services marketing published in 1974"
TL;DR: In this article, the authors investigate the marketing of services, defining the term and describing previous work carried out in this area, and show how theories of buyer behaviour can help in formulating marketing strategies by the use of examples.
Abstract: Investigates the marketing of services, defining the term and describing previous work carried out in this area. Shows how theories of buyer behaviour can help in formulating marketing strategies by the use of examples. Suggest‐that by approaching the marketing of services through the available general theories the time and cost of developing effective techniques may be reduced.
67 citations
TL;DR: In this paper, the authors draw together the fragments of financial services marketing literature within the framework of a single source, hopefully creating a springboard for further research and long-term marketing planning.
Abstract: Looks at the dilemma of practitioners and writers in service marketing‐can an intangible service be marketed using the physical product marketer's techniques of research, pricing, etc. Aims to draw together the fragments of financial services marketing literature within the framework of a single source, hopefully creating a springboard for further research and long‐term marketing planning.
12 citations