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Video Dial Tone: The New World of Services Marketing

Roland T. Rust (Professor of Marketing and Director of the Center for Services Marketing, at the Owen Graduate School of Management, Vanderbilt University, Nashville, Tennessee, USA.)
Richard W. Oliver (Professor for the Practice of Management, at the Owen Graduate School of Management, Vanderbilt University, Nashville, Tennessee, USA.)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 September 1994

1386

Abstract

Video dial tone (VDT) is the name for a revolution in wide‐area interactive multimedia communication. Technical advances in telecommunications and recent judicial rulings make possible a wide variety of two‐way video‐based information services available anytime, anywhere. These new services will transform the business environment, especially marketing, and will also result in a “consumer power” revolution, in which the consumer has more information, and more leverage, than ever before. The major changes precipitated by VDT will create major opportunities for marketers who are quick to capitalize on those changes.

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Citation

Rust, R.T. and Oliver, R.W. (1994), "Video Dial Tone: The New World of Services Marketing", Journal of Services Marketing, Vol. 8 No. 3, pp. 5-16. https://doi.org/10.1108/08876049410065561

Publisher

:

MCB UP Ltd

Copyright © 1994, MCB UP Limited

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