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| Author: | Pitt, L. Berthon, P. Watson, R. |
| Title: | Cyberservice: taming service marketing problems with the World Wide Web |
| Journal: | Business Horizons
1999 : JAN-FEB, VOL. 42:1, p. 11-18 |
| Index terms: | SERVICE MARKETING PROBLEM SOLVING CONSUMERS |
| Language: | eng |
| Abstract: | In many of the world's advanced economies, services today account for a far greater proportion of gross national product than manufactured goods. In fact, they combine more than 75 percent of GDP and jobs in the United States. Yet only in recent years have marketing academics, practitioners, and even service firms, begun to give serious attention to the marketing of services, as distinct from products. Service marketing is generally considered more difficult, complex, and onerous because of the problems created by unique service characteristics. |
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