The Marketing of Services
Managerial FinancePublished 1 February 1980
Donald Cowell
Citations363
SJR quartileQ2
SJR score0.55
SNIP0.93
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Abstract
The objectives of this paper are firstly to outline the scope and the content of marketing, and secondly to explore the nature of the marketing of services as distinct from the marketing of products. In fulfilling both these objectives the paper provides a background for other contributions in this collection dealing with a variety of marketing of financial services examples and situations.
Keywords
Business, Management and Accounting