APPLYING A SERVICES MARKETING ORIENTATION TO THE INDUSTRIAL SERVICES SECTOR
Journal of Business & Industrial Marketing
ISSN: 0885-8624
Article publication date: 1 February 1988
Abstract
The marketing of services presents special challenges. In the industrial setting, these challenges are complicated by the nature of the industrial marketplace. This article explores some of the major problems associated with the marketing of industrial services and provides some practical guidelines for dealing with these problems. It will apply the concepts which have been nurtured in services marketing in order to assist in the establishment of a framework which will foster the development and understanding of industrial services marketing.
Citation
Cooper, P.D. and Jackson, R.W. (1988), "APPLYING A SERVICES MARKETING ORIENTATION TO THE INDUSTRIAL SERVICES SECTOR", Journal of Business & Industrial Marketing, Vol. 3 No. 2, pp. 51-54. https://doi.org/10.1108/eb006059
Publisher
:MCB UP Ltd
Copyright © 1988, MCB UP Limited