A Service‐Orientated Approach to Marketing of Services

European Journal of Marketing - Tập 12 Số 8 - Trang 588-601 - 1978
Christian Grönroos

Tóm tắt

Looks at the author's research among several companies in Sweden and Finland with regard to market‐orientation of service as against physical goods. Found the main difference between them was the difficulty of developing a concrete, tangible service offering. Points out that many experts believe service marketing must differ from goods marketing, but, nevertheless, no radical effort to develop a marketing theory, or ever some marketing concepts, for service firms aiming at solving their problems, seems to have been made — service industry companies deserve a better deal. Discusses this related matter and suggests marketing mix planning to support a hypothetical framework. Investigates, in depth, service industries and their characteristics and weaknesses, accessibility, human resources, auxiliary services and intra‐corporate elements. Presents two case studies — one inclusive tours marketing and the other barber's shop marketing. Concludes that concepts and models for marketing mix planning do not seem applicable in service industries — but further research is required — such as a consumer study.

Từ khóa


Tài liệu tham khảo

10.2307/1250394

Back R., 1975, Erfagruppverksamhcten

Levitt T., 1972, Harvard Business Review, 43

Wilson A., 1975, Report from Marknadstekniskt Centrum, No. 4

1976, Journal of Marketing, 57

Rathmell J. M., 1966, Journal of Marketing, 33

Levitt T., 1974, Marketing for Business Growth

Levitt, T. "Product-line approach to service", op. cit., pp.41-42.

Judd R. C, 1964, Journal of Marketing, 59

10.1108/EUM0000000005058

Stanton W. J., 1975, Fundamentals of Marketing

George and Barksdale, op. cit., p.67.

Eiglier P., 1976, LTnstitute d'Administration des Enterprises, Universite d'Aix-Marseille, Decembre

For, 1971, Harvard Business Review

Thông tin
Thông tin xuất bản

European Journal of Marketing

Tập 12 Số 8

588-601

Thông tin tác giả