What′s Different About Services Marketing?
Journal of Services MarketingPublished 1 April 1991
Carolyn R. Fryar
Citations42
SJR quartileQ1
SJR score1.36
SNIP1.15
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Abstract
Describes the differences between the marketing of services and that of products. States that thesedifferences can affect marketing and also communications, in relation to the perception of quality, positioning and competitive difference. Offers examples of how such differences can impact on a firm. Develops a communications plan aiding effective marketing communications.
Keywords
Business, Management and Accounting