We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Marketing Intermediaries in Channels of Distribution for Services.
- Authors
Donnelly Jr, James H.
- Abstract
The article reports on the marketing of commercial services as differentiated from the marketing of commercial products in the area of marketing. The author focuses on the decision making processes of service producers that are associated with marketing channel management. Decision variables relevant to service industries including the financial service industry, the insurance service industry, and the medical care service industry are discussed in relation to the marketing of an intangible product. It is suggested that service marketers avoid overdependence on one or more aspects of the marketing mix. Product development is discussed in relation to product distribution.
- Subjects
MARKETING channels; DISTRIBUTION (Economic theory); MARKETING in service industries; SERVICE industries; MARKETING strategy; MARKETING mix; DECISION making; MEDICAL care marketing; INSURANCE marketing; FINANCIAL services industry; NEW product development; MARKETING
- Publication
Journal of Marketing, 1976, Vol 40, Issue 1, p55
- ISSN
0022-2429
- Publication type
Article
- DOI
10.1177/002224297604000109