The Marketing of Services

Abstract

The objectives of this paper are firstly to outline the scope and the content of marketing, and secondly to explore the nature of the marketing of services as distinct from the marketing of products. In fulfilling both these objectives the paper provides a background for other contributions in this collection dealing with a variety of marketing of financial services examples and situations.

Citation

Cowell, D.W. (1980), "The Marketing of Services", Managerial Finance, Vol. 5 No. 3, pp. 223-231. https://doi.org/10.1108/eb013449