Rushton, Angela M.; Carson, David J. - In: European Journal of Marketing 19 (1985) 3, pp. 19-40
Investigates the concept of product intangibility, considers its implications for marketing, and examines the way in … which managers view intangibility and cope with its marketing consequences. Draws on existing literature and results of … intangibility has a profound effect on the marketing of services. Suggests, also, that there is a lack of guidance for service …