| Author: | Wensley, R. |
| Title: | "The voice of the consumer?": Speculations on the limits to the marketing analogy |
| Journal: | European Journal of Marketing
1990 : VOL. 24:7, p. 49-58 |
| Index terms: | MARKETING THEORY PUBLIC SERVICES MARKET RESEARCH MARKETING RESEARCH |
| Language: | eng |
| Abstract: | Different forms of relationship are studied that marketing theorists and practitioners use to categorize the nature of transactions between provider and user as a basis for a more critical review of the extent to which such marketing approaches can be applied in the domain of public services. Organizations are categorized into extra-market, inter-market, and intra-market organizations. Importance of the degree to which the specific market transaction is user or supplier specified is emphasized. Active and passive users, as well as customers and consumers are contrasted. The analysis results in a typology of forms of relations between supplier and user, which illustrates the problems of extending the marketing analogy. |
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