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Services marketing is a sub-field of marketing, which can be split into the two main areas of goods marketing (which includes the marketing of fast-moving consumer goods (FMCG) and durables) and services marketing. Services marketing typically refer to both business to consumer (B2C) and business-to-business (B2B) services, and include ...
5 wrz 2020 · Overview of services marketing: Introduction to services; Fundamental differences between goods and services; Overview of the services sector; Consumer decision process issues in services marketing; Ethical issues in services marketing -- Service strategy, managing the service experience: Service delivery process; Pricing of services ...
PDF | On Jun 1, 2015, Maria Johann published Services Marketing | Find, read and cite all the research you need on ResearchGate.
1. Defining services. “Activities, benefits and satisfactions, which are offered for sale or are provided in connection with the sale of goods” (American Marketing Association, Committee of Definitions 1960, p. 21).
Services Marketing. The late Christopher Lovelock was one of the pioneers of services marketing. He consulted and gave seminars and workshops for managers around the world, with a particular focus on strategic planning in services and managing the customer experience.
Service Marketing: An Overview. Jayaashish Sethi. 2017. The chapter gives an overview of Services Marketing, The chapter deals with the characteristics of Services and the need of services marketing. The chapter also focuses on the types of Services.
