Concepedia

Breaking Free from Product Marketing

G. Lynn Shostack

Journal of Marketing · 1977 · 1.9K citations · 3 references

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Concepts

Abstract

References

Concepts

BusinessMarketingMarketing ManagementMarketing StrategyStrategic MarketingProduct-market FitProduct-service SystemsService StrategyProduct-service System Business Models

Abstract

Service marketing, to be effective and successful, requires a mirror-opposite view of conventional “product” practices.

References

3

A Generic Concept of Marketing

Philip Kotler · Journal of Marketing · 1972 · 1.1K citations

Business, Marketing, Marketing Management +5

The Meaning and Sources of Marketing Theory

Lawrence C. Lockley, Michael H. Halbert · Journal of Marketing Research · 1966 · 54 citations

Business, Marketing, Marketing Management +8

Marketing Activities in the Service Industries

William R. George, Hiram C. Barksdale · Journal of Marketing · 1974 · 34 citations

Business, Marketing, Marketing Management +9