Showing papers on "Services marketing published in 1982"
TL;DR: In this paper, the authors discuss how service businesses, who have most direct contact with consumers, seem to be the last to adopt a consumer-oriented marketing concept and how it stands at the same point as industrial marketing did some ten years ago.
Abstract: Describes how service businesses, who have most direct contact with consumers, seem to be the last to adopt a consumer‐oriented marketing concept. Theorizes over service marketing and how it stands at the same point as industrial marketing did some ten years ago. Postulates that general theories or frameworks for service marketing development seems to have followed two quite different paths. Says that one approach, which covers services offered by service companies, should be changed in a more product‐like manner, enabling the application of existing marketing theories. Compares the second approach, which is a notion that services are different, compared with physical products, holding that marketing concepts and models have to be developed in a more service‐like direction. Reports that findings herein are based on both theoretical and empirical research and that service marketing theory is the result of an ongoing research project, begun in 1976. Concludes by theorizing that service‐marketing theory, as presented, can only be applied to part of a service firm's total marketing function.
699 citations
Book•
01 Feb 1982
TL;DR: In this article, the authors present an overview of the European marketing environment and its environment, including consumers and markets, consumers' behavior, and advertising strategies, as well as pricing strategies.
Abstract: Part I: Marketing and Its Environment 1. Marketing Dynamics 2. The European Marketing Environment Part II: Consumers and Markets 3. Consumer Behaviour 4. Organisational Buying Behaviour 5. Segmenting Markets 6. Marketing Information and Research Part III: Product 7. Anatomy of a Product 8. Product Management 9. New Product Development Part IV: Price 10. Pricing: Context and Concepts 11. Pricing Strategies Part V: Place 12. Marketing Channels and Logistics 13. Retailers and Wholesalers Part VI: Promotion 14. Communication and the Promotional Mix 15. Advertising 16. Sales Promotion 17. Personal Selling and Sales Management 18. Direct and On-line Marketing 19. Public Relations, Sponsorship and Exhibitions Part VII: Marketing Management 20. Strategic Marketing 21. Marketing Planning, Management and Control 22. Services Marketing 23. International Marketing
125 citations
TL;DR: In this article, the authors present an organizational consequences, associated problems and levels of satisfaction with the introduction of marketing as perceived by the senior management of the UK clearing banks, and conclude that if marketing is to contribute to the long-term objectives of the banks and the mutual welfare of both banks and their customers, then it is imperative that its importance is understood and employed.
Abstract: Profiles the clearing banks' decision to introduce an apparently new managerial discipline (marketing) into their operations and how this may be regarded historically. Examines the organisational consequences, associated problems and levels of satisfaction with the introduction of marketing as perceived by the senior management of the UK clearing banks. Posits that, following the visits of senior executives to the USA in the early 1960s, banks became involved with marketing. States that there were early problems of acceptance by practising bankers, and this only resolved itself when academies in particular encouraged the study of services marketing. Gives details of the research study that involved the seven English clearing banks and says that this refers to the first phase only of the two phases. Predicts that if marketing is to contribute to the long‐term objectives of the banks and the mutual welfare of both banks and their customers, then it is imperative that its importance is understood and employed.
9 citations
TL;DR: Some of the aspects discussed in this article are the components of marketing, how information products and services relate to those components, and the pricing of multiple products produced from a bibliographic database.
Abstract: Even though information products and services are like consumer products and services in many respects, there is little in the literature about their marketing. This is true for both the information and the marketing field. Yet, aspects of information products and services marketing are extremely interesting and challenging. Some of those aspects discussed in this article are the components of marketing (i.e., consumer market, new product development, sales, advertising and promotion, packaging, channels of distribution, pricing and marketing research), how information products and services relate to those components, and the pricing of multiple products produced from a bibliographic database.
5 citations