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- Title
Problems and Strategies in Services Marketing.
- Authors
Zeithaml, Valarie A.; Parasuraman, A.; Berry, Leonard L.
- Abstract
This article compares problems and strategies cited in the services marketing literature with those reported by actual service suppliers in a study conducted by the authors. Discussion centers on several broad themes that emerge from this comparison and on guidelines for future work in services marketing.
- Subjects
MARKETING in service industries; MARKETING strategy; MARKETING research; SUPPLY chain management; MARKETING management; INDUSTRIAL management research; STRATEGIC planning; MARKETING literature; BUSINESS planning
- Publication
Journal of Marketing, 1985, Vol 49, Issue 2, p33
- ISSN
0022-2429
- Publication type
Article
- DOI
10.1177/002224298504900203