Access the full text.
Sign up today, get DeepDyve free for 14 days.
Loading next page...
/lp/sage/breaking-free-from-product-marketing-qJyk8obySB
References (4)
-
L. Lockley, M. Halbert (1966)
The meaning and sources of marketing theoryJournal of Marketing Research, 3
-
P. Kotler (1972)
A Generic Concept of MarketingJournal of Marketing, 36
-
Aubrey Wilson (1972)
The marketing of professional services -
W. George, H. Barksdale (1974)
Marketing Activities in the Service IndustriesJournal of Marketing, 38
- Publisher
- SAGE
- Copyright
- © 1977 American Marketing Association
- ISSN
- 0022-2429
- eISSN
- 1547-7185
- DOI
- 10.1177/002224297704100219
- Publisher site
- See Article on Publisher Site
Abstract
Service marketing, to be effective and successful, requires a mirror-opposite view of conventional “product” practices.
Journal
Journal of Marketing – SAGE
Published: Apr 1, 1977