What′s Different About Services Marketing?
Carolyn R. Fryar
(Senior vice president and general manager, Metro Markets division of Kelly Temporary Services, a division of Kelly Services, the nations' largest temporary help company. She is responsible for overseeing the operation of all Kelly Temporary Services' offices in major metropolitan cities throughout North America. Fryar joined Kelly in 1972 as an account representative in the Seattle district.)
2642
Abstract
Describes the differences between the marketing of services and that of products. States that thesedifferences can affect marketing and also communications, in relation to the perception of quality, positioning and competitive difference. Offers examples of how such differences can impact on a firm. Develops a communications plan aiding effective marketing communications.
Keywords
Citation
Fryar, C.R. (1991), "What′s Different About Services Marketing?", Journal of Services Marketing, Vol. 5 No. 4, pp. 53-58. https://doi.org/10.1108/08876049110035666
Publisher
:MCB UP Ltd
Copyright © 1991, MCB UP Limited