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- Title
Marketing Activities in the Service Industries.
- Authors
George, William R.; B arksdale, Hiram C.
- Abstract
In this study, the scope of activities involving the components of the marketing mix, the use of external marketing services, and the level of marketing expenditures are compared between service firms and product firms. The findings suggest that marketing activities are more diffused in service firms than manufacturing firms.
- Subjects
MARKETING in service industries; MANUFACTURING industries; MARKETING mix; MARKETING research companies; MARKETING costs; INDUSTRIAL costs; MARKETING; MARKETING research; BUSINESS research; BUSINESS logistics
- Publication
Journal of Marketing, 1974, Vol 38, Issue 4, p65
- ISSN
0022-2429
- Publication type
Article
- DOI
10.2307/1250394