When marketing services, 4 Ps are not enough

Problems and Strategies in Services Marketing

Valarie A. Zeithaml, A. Parasuraman, Leonard L. Berry · Journal of Marketing · 1985 · 2.4K citations

Business, Marketing, Marketing Management +6

Breaking Free from Product Marketing

G. Lynn Shostack · Journal of Marketing · 1977 · 1.9K citations

Business, Marketing, Marketing Management +6

Classifying Services to Gain Strategic Marketing Insights

Christopher Lovelock · Journal of Marketing · 1983 · 1.8K citations

Business, Marketing, Marketing Management +9

Basic Marketing: A Managerial Approach

E. Jerome McCarthy · Journal of Marketing · 1978 · 1.7K citations

Business, Marketing, Marketing Management +5

Strategies for diversification

Bruno Hako · Long Range Planning · 1972 · 1.3K citations