Tangibilizing the intangibles: some strategies for services marketing

Abstract

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.

Citation

Reddy, A.C., Buskirk, B.D. and Kaicker, A. (1993), "Tangibilizing the intangibles: some strategies for services marketing", Journal of Services Marketing, Vol. 7 No. 3, pp. 13-17. https://doi.org/10.1108/08876049310044510