Marketing Intermediaries in Channels of Distribution for Services

Abstract

ALTHOUGH marketing is defined in terms of services as well as products, marketers generally have concentrated their attention on products, with the assumption that services are marketed using the same guidelines. In most areas, this assumption has proved essentially true; in the area of marketing channels, however, it is not only incorrect but its application has limited our understanding of the marketing of services. This article seeks to broaden this understanding by evaluating marketing channels for services as a separate decision area from those for products.