MANAGING PARTIAL BENEFIT MARKETING: NEW PERSPECTIVES ON CONTINUING CONCERNS

Abstract

Most organizations that market services can give clients a wide range of benefits as long as their clients are willing to to pay the negotiated price. These firms are engaged in full benefit marketing. With some professional services, on the other hand, marketers can face restrictions on the benefits they offer clients. Such professional services firms are engaged in partial benefit marketing. Partial benefit marketing leads to conflict between clients and the providers of professional services. This article discusses the problems leading to the conflict and suggests what can be done to reduce the impact of problems and improve client relationships.

Citation

Fram, E.H. and Oliver, B.L. (1988), "MANAGING PARTIAL BENEFIT MARKETING: NEW PERSPECTIVES ON CONTINUING CONCERNS", Journal of Services Marketing, Vol. 2 No. 2, pp. 29-36. https://doi.org/10.1108/eb024722