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What′s Different About Services Marketing?

Carolyn R. Fryar (Senior vice president and general manager, Metro Markets division of Kelly Temporary Services, a division of Kelly Services, the nations' largest temporary help company. She is responsible for overseeing the operation of all Kelly Temporary Services' offices in major metropolitan cities throughout North America. Fryar joined Kelly in 1972 as an account representative in the Seattle district.)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 April 1991



Describes the differences between the marketing of services and that of products. States that thesedifferences can affect marketing and also communications, in relation to the perception of quality, positioning and competitive difference. Offers examples of how such differences can impact on a firm. Develops a communications plan aiding effective marketing communications.



Fryar, C.R. (1991), "What′s Different About Services Marketing?", Journal of Services Marketing, Vol. 5 No. 4, pp. 53-58.




Copyright © 1991, MCB UP Limited

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