The marketing of services: an approach

Keith J. Blois

65 citations0/0 files storedEuropean Journal of Marketing

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Customer Service Quality and Loyalty Marketing and Advertising Strategies Service and Product Innovation

Abstract

Investigates the marketing of services, defining the term and describing previous work carried out in this area. Shows how theories of buyer behaviour can help in formulating marketing strategies by the use of examples. Suggest‐that by approaching the marketing of services through the available general theories the time and cost of developing effective techniques may be reduced.

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1967Industrial buying and creative marketing 1960Marketing definitions : a glossary of marketing terms 1962Industrial Marketing: Cases and Concepts 1972The marketing of professional services 2016Fundamentals of marketing

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2013Re‐investigating the nature of tangibility/intangibility and its influence on consumer experiences 2023A Comparative Analysis of the Service Quality in Public and Private Company Telecommunication Services 2005Communication of brand personality by some top business schools online 1997A Lesson in Entrepreneurial Marketing from the Public Sector

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