Table of contents
Marketing culture and marketing effectiveness in service firms
Cynthia WebsterExamines the importance of the marketing culture of a service firmby pinpointing the strength of its association with marketingeffectiveness. First, collects data to validate and…
Professional versus generic retail services: new insights
C. Jeanne Hill, William H. MotesThe recognition of services as a distinct type of product requiringdistinct marketing approaches is a relatively recent development in theliterature. While scholars have examined…
Classifying health care offerings to gain strategic marketing insights
G. Tomas M. Hult, Bryan A. LukasThe diversity of the health care sector makes it difficult to comeup with managerially useful generalizations concerning marketingpractice in health care organizations. Develops…
Tracking service failures and employee recovery efforts
K. Douglas Hoffman, Scott W. Kelley, Holly M. RotalskyDemonstrates a method for examining service failures and recoverystrategies in service industries and provides a typology of servicefailures and recoveries in the restaurant…
Marketing financial services to mature consumers
Pamela A. Kennett, George P. Moschis, Danny N. BellengerThe aging population in the United States makes skill in marketingto the mature consumer increasingly important. The biophysical andpsychosocial aging process creates a need for…
ISSN:
0887-6045Online date, start – end:
1987Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Dr Rebekah Russell-Bennett
- Dr. Mark Rosenbaum