FUTURE STRATEGIC EMPHASES IN SERVICE VERSUS GOODS BUSINESSES
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