International Marketing of Services

Donald W. Cowell

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International Business and FDI Global trade and economics Service and Product Innovation

Abstract

This article is based on a chapter of a forthcoming book on ‘The Marketing of Services' to be published by Heinemann, Spring 1984. It examines the contribution to the UK's Balance of Payments made by ‘invisible exports', including services, and highlights the advantages and disadvantages that arise when marketing services, as opposed to products, overseas.

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1975Journal of International Business Studies 1980Growth strategies for service firms 1974International Marketing 1977Foreign Investments by Service Firms: The Case of Multinational Advertising Agencies 1981Annual Report 1980-81 1980Marketing Financial Services 1975Invisible Barriers to Invisible Trade

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1993Service Firms' International Entry-Mode Choice: A Modified Transaction-Cost Analysis Approach 1991The Experience Factor in Foreign Market Entry Behavior of Service Firms 1990Choice of Foreign Market Entry Modes by Service Firms: Role of Market Knowledge 1998Explorations of National Culture and Word-of-Mouth Referral Behavior in the Purchase of Industrial Services in the United States and Japan 1990Entry Mode Choice in Service Industries

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