Publication | Closed Access
Breaking Free from Product Marketing
1.8K
Citations
3
References
1977
Year
Service ResearchService StudyInteractive MarketingManagementConsumer ResearchBusinessMirror-opposite ViewService MarketingConsumer BehaviorProduct MarketingMarketing TheoryMarketingService Strategy
Service marketing, to be effective and successful, requires a mirror-opposite view of conventional “product” practices.
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