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Wiring and growing the technology of international services marketing

Raymond P. Fisk (Professor and Chair of Marketing, College of Business Administration, University of New Orleans, New Orleans, Louisiana, USA )

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 August 1999

2909

Abstract

The metaphors of “wiring” and “growing” are used to describe the infusion of technology into international services marketing. An example of wiring and growing the technology of international services marketing is examined. The wiring metaphor for services technology is a mechanistic metaphor for the need to build a technological infrastructure to support the international services organization, employees and customers. The growing metaphor for services technology is an organic metaphor for the need to create international service systems that are responsive to the human needs of organizations, employees and customers. Future challenges for the application of technology to international services marketing problems are explored.

Keywords

Citation

Fisk, R.P. (1999), "Wiring and growing the technology of international services marketing", Journal of Services Marketing, Vol. 13 No. 4/5, pp. 311-318. https://doi.org/10.1108/08876049910282565

Publisher

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MCB UP Ltd

Copyright © 1999, MCB UP Limited

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