Blankson, Charles; Kalafatis, Stavros P. - In: Journal of Product & Brand Management 8 (1999) 2, pp. 106-118
In recent years, increasing attention has been paid to positioning and, more specifically, positioning of service … differences between positioning in services and that of physical goods, the vast majority of marketing scholars believe that it is … difficult to embark on positioning strategies in services. Sheds some light on this issue within the context and aims to …