A B C D E F G H I J K L M N O P Q R S T U V W X Y Z All
Prymon, Marek
- Services Marketing- Revised Concept
Authors
1 Institute of Economics and Social Sciences, University of Environmental and Life Science, Wroclaw, PL
Source
TIMSR Journal of Management Research, Vol 1, No Spl (2016), Pagination: 130-138Abstract
An aim of the paper is to present the result of studies and research on marketing in services sector. The concept is that development of services marketing from the very beginning was based on wrong assumption that services were so different from goods that required separation of services marketing from general marketing .
In classical marketing text they identify special features of services and on such basis they offer recommendations on marketing decisions. Next, on the ground of services marketing as a separated field they developed several concepts like servqual, servperf,or SDL (Service Dominant Logic). Analysis of services marketing theory and practice, encourages an author to insist that in fact there is one consistent theory of marketing management and ,it is from this theory that proposal of adaptation marketing to any sector should be derived.
Keywords
Marketing Services, Superqual, Service Dominant Logic, Intangibles.References
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