Gronroos, C. - In: European Journal of Marketing 12 (1978) 8, pp. 588-601
service as against physical goods. Found the main difference between them was the difficulty of developing a concrete …, tangible service offering. Points out that many experts believe service marketing must differ from goods marketing, but …, nevertheless, no radical effort to develop a marketing theory, or ever some marketing concepts, for service firms aiming at solving …