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Breaking Free from Product Marketing

19771,847 citationsJournal Article

Authors

G. Lynn Shostack · Yunnan Investment Group (China)

Abstract

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

Topics & Keywords

Management and Marketing Education

UN Sustainable Development Goals

Decent work and economic growth

Publication Details

Published in: Journal of Marketing

Volume 41, Issue 2, pp. 73-80

DOI: 10.1177/002224297704100219

Field-Weighted Citation Impact: 11.45

Breaking Free from Product Marketing | Researchclopedia