TY  - JOUR
AB  - Investigates the concept of product intangibility, considers its implications for marketing, and examines the way in which managers view intangibility and cope with its marketing consequences. Draws on existing literature and results of interviews with managers in service industries across a broad range. Provides evidence which strongly suggests that product intangibility has a profound effect on the marketing of services. Suggests, also, that there is a lack of guidance for service managers in relation to tackling the problems and making use of the opportunities created by intangible products. Proposes that marketing needs to address these problems by suitably adapting existing tools and providing new concepts to explain and manage intangibility correctly.
VL  - 19
IS  - 3
SN  - 0309-0566
DO  - 10.1108/EUM0000000004748
UR  - https://doi.org/10.1108/EUM0000000004748
AU  - Rushton Angela M.
AU  - Carson David J.
PY  - 1985
Y1  - 1985/01/01
TI  - The Marketing of Services: Managing the Intangibles
T2  - European Journal of Marketing
PB  - MCB UP Ltd
SP  - 19
EP  - 40
Y2  - 2024/04/20
ER  -