Tangibilizing the intangibles: some strategies for services marketing

Tangibilizing the intangibles: some strategies for services marketing

Focuses on "tangibilizing the intangible" as a key to success in services marketing and presents various issues related to this topic. Argues that consistency in maintaining quality is very important and that further research is required.

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Bibliographische Detailangaben
Veröffentlicht in:The Journal of services marketing 1993-03, Vol.7 (3), p.13-17
Hauptverfasser: Reddy, Allan C, Buskirk, Bruce D, Kaicker, Ajit
Format: Artikel
Sprache:eng
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Beschreibung
Zusammenfassung:Focuses on "tangibilizing the intangible" as a key to success in services marketing and presents various issues related to this topic. Argues that consistency in maintaining quality is very important and that further research is required.
ISSN:0887-6045
2054-1651
DOI:10.1108/08876049310044510