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Article
Publication date: 1 January 1988
In a recent article marketers in service firms identified demand fluctuation as a problem that produces major concern for them. In fact, while other problems commonly associated…
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Abstract
In a recent article marketers in service firms identified demand fluctuation as a problem that produces major concern for them. In fact, while other problems commonly associated with services marketing (such as inability to “mass produce”) were viewed as relevant for less than one‐quarter of the practitioners surveyed, a full 47 percent viewed demand fluctuation as a problem.