Tangibilizing the intangibles: some strategies for services marketing

Focuses on “tangibilizing the intangible” as a key to success in services marketing and presents various issues related to this topic. Argues that consistency in maintaining quality is very important and that further research is required.

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Year of publication:	1993
Authors:	Reddy, Allan C. ; Buskirk, Bruce D. ; Kaicker, Ajit
Published in:	Journal of Services Marketing. - MCB UP Ltd, ISSN 2054-1651, ZDB-ID 2020791-8. - Vol. 7.1993, 3, p. 13-17
Publisher:	MCB UP Ltd
Subject:	Perceptions \| planning \| Services marketing \| Strategy

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Type of publication:	Article
Type of publication (narrower categories):	research-article
Language:	English
Other identifiers:	10.1108/08876049310044510 [DOI]
Source:	Other ZBW resources

Persistent link: https://www.econbiz.de/10014905500