Service‐oriented Thinking and its Implications for the Marketing Mix
Mary H. Beaven
(Professor in the Management and Marketing at Fairleigh Dickinson University. She recieved her Ph.D. from Northwestern University in 1971 and a Certificate in Advanced Studies in Management from New York University in 1986.)
Dennis J. Scotti
(Faculty memeber at Fairleigh Dickinson University where he currently holds the rank of Professor in the Management and Marketing Department (College of Business Administration) and at the Public Administration Institute. )
2797
Abstract
Argues that a cognitive bias is found in the language used to describe services, since services are defined in relation to manufacturing. Proposes that services should be accurately described as they are very different from manufactured goods. Considers service from an alternative viewpoint, highlighting this perspective′s implications for marketing thought. Draws attention to practical implications with regard to the marketing mix.
Keywords
Citation
Beaven, M.H. and Scotti, D.J. (1990), "Service‐oriented Thinking and its Implications for the Marketing Mix", Journal of Services Marketing, Vol. 4 No. 4, pp. 5-19. https://doi.org/10.1108/EUM0000000002521
Publisher
:MCB UP Ltd
Copyright © 1990, MCB UP Limited