Abstract
Service marketing, to be effective and successful, requires a mirror-opposite view of conventional “product” practices.
Keywords
BusinessMarketingProduct (mathematics)Service (business)Marketing managementMathematics
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Publication Info
- Year
- 1977
- Type
- article
- Volume
- 41
- Issue
- 2
- Pages
- 73-80
- Citations
- 1837
- Access
- Closed
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Cite This
G. Lynn Shostack
(1977).
Breaking Free from Product Marketing.
Journal of Marketing
, 41
(2)
, 73-80.
https://doi.org/10.1177/002224297704100219
Identifiers
- DOI
- 10.1177/002224297704100219