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Promoting services via the Internet: new opportunities and challenges

Zinkhan, George M. - In: Journal of Services Marketing 16 (2002) 5, pp. 412-423

The Internet has the potential to revolutionize all kinds of business activities, including the creation, promotion … opportunities for delivering and promoting services via the Internet. The first framework is based on technology and network …

Persistent link: https://www.econbiz.de/10014904945

Selecting and promoting service encounter elements in passenger rail transportation

Tripp, Carolyn; Drea, John T. - In: Journal of Services Marketing 16 (2002) 5, pp. 432-442

A critical issue in the effective development and promotion of services is the identification of which service …

Persistent link: https://www.econbiz.de/10014904947

Familiarity and interest: in a learning center service context

Paswan, Audhesh K.; Ganesh, Gopala - In: Journal of Services Marketing 17 (2003) 4, pp. 393-419

, interest in service items offered is positively associated with the overall interest in the service provider. Promotion …

Persistent link: https://www.econbiz.de/10014904982

Symbolic Interactionism: Its Effects on Consumer Behaviour and Implications for Marketing Strategy

Leigh, James H.; Gabel, Terrance G. - In: Journal of Services Marketing 6 (1992) 3, pp. 5-16

Notes how many products are purchased due to their symbolic significance to important reference groups. Discusses the concept of symbolic interactionism and considers this with regard to consumerbehaviour. Suggests that marketing practitioners can develop symbolic relevance via marketing...

Persistent link: https://www.econbiz.de/10014905474

Affinity Marketing: What is it and How does it Work?

Macchiette, Bart; Roy, Abhijit - In: Journal of Services Marketing 6 (1992) 3, pp. 47-57

Attempts to clarify the concept of affinity and to distinguish it from other marketing‐related terms. Gives guidelines for differentiating three general levels of affinity groups, suggesting respective strategic implications. Offers a taxonomy for classifying sources from which types of...

Persistent link: https://www.econbiz.de/10014905478

Differences Between Product and Services Television Commercials

Zinkhan, George M.; Johnson, Madeline; Christian Zinkhan, F. - In: Journal of Services Marketing 6 (1992) 3, pp. 59-66

Reports on content‐analysis research of television commercials for products, services and retail outlets attempting to discover whether the objectives or strategies used differ. Uses three frameworks for evaluation of the product and service advertisements. Finds that services, product and...

Persistent link: https://www.econbiz.de/10014905479

Internal Marketing

Greene, Walter E.; Walls, Gary D.; Schrest, Larry J. - In: Journal of Services Marketing 8 (1994) 4, pp. 5-13

into their strategic marketing plan will see their market share and profit base erode. Internal promotion can create a …

Persistent link: https://www.econbiz.de/10014905528

On bizarreness in the entertainment industry

Sergius Koku, Paul - In: Journal of Services Marketing 9 (1995) 4, pp. 19-30

Examines the use of the bizarre or the outrageous in the entertainment industry as a promotion strategy, and …‐thought‐out promotion strategy with valid economic underpinnings designed to promote the artiste. Such acts do not only confer uniqueness on … beneficial to both the artistes and the consumers. Suggests some less controversial but effective strategies for promoting …

Persistent link: https://www.econbiz.de/10014905545

The importance of service quality determinants in advertising a professional service: an exploratory study

Clow, Kenneth E.; Tripp, Carolyn; Kenny, James T. - In: Journal of Services Marketing 10 (1996) 2, pp. 57-72

Although the task of delivering consistent service quality to consumers by service professionals has been studied widely, little research has focussed on service quality cues in professional services advertising. Examines the relationship between the encoding of core service quality dimensions...

Persistent link: https://www.econbiz.de/10014905560

Making promises: the power of engagement

Fabien, Louis - In: Journal of Services Marketing 11 (1997) 3, pp. 206-214

Contends that service relationship marketing is all about promises: in order to keep a promise made to potential customers, service companies must ensure delivery of their promises. Discusses the making of promises: what to promise the consumer; why every service firm should strive to fulfill...

Persistent link: https://www.econbiz.de/10014905586