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FUTURE STRATEGIC EMPHASES IN SERVICE VERSUS GOODS BUSINESSES

A. Parasuraman, P. Varadarajan

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 April 1988

554

Abstract

Numerous conceptual and empirical studies in the services marketing literature have focused on the unique characteristics of services and the resulting marketing problems. Building on these works, this article explores differences in the future strategic orientation of goods and service businesses in the context of various functional areas.

Citation

Parasuraman, A. and Varadarajan, P. (1988), "FUTURE STRATEGIC EMPHASES IN SERVICE VERSUS GOODS BUSINESSES", Journal of Services Marketing, Vol. 2 No. 4, pp. 57-66. https://doi.org/10.1108/eb024743

Publisher

:

MCB UP Ltd

Copyright © 1988, MCB UP Limited

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