The marketing of services: an approach

Abstract

Investigates the marketing of services, defining the term and describing previous work carried out in this area. Shows how theories of buyer behaviour can help in formulating marketing strategies by the use of examples. Suggest‐that by approaching the marketing of services through the available general theories the time and cost of developing effective techniques may be reduced.

Citation

Blois, K.J. (1974), "The marketing of services: an approach", European Journal of Marketing, Vol. 8 No. 2, pp. 137-145. https://doi.org/10.1108/EUM0000000005082