search query: @indexterm MARKETING MODELS / total: 446
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| Author: | Engelhardt, W. H. Freiling, J. Reckenfelderbäumer, M. |
| Title: | Die Bedeutung der Integrativität für das Marketing: Ein Überblick anhand ausgewählter theoretischer und anwendungsbezogener Aspekte |
| Journal: | Marketing: Zeitschrift fur Forschung und Praxis
1995 : VOL. 17:1, p. 48-53 |
| Index terms: | MARKETING MODELS SERVICE MARKETING |
| Language: | eng |
| Abstract: | Following traditional lines the editorial board presents a dispute on a topic of scientific interest. Werner H. Engelhardt (together with assistants) and Hans H. Bauer discuss the questions, whether "single transactions" and whether "goods" and "services" should be distinguished from the Marketing viewpoint. Engelhardt et al. deny the necessity for a separate look at single transactions and relationships. Bauer argues that at least in some instance a distinction is necessary. Bauer also presents reasons why goods and services should be regarded in a different way. For Engelhardt et al. goods and services are both "function bundles" with integrativity as constitutive factor. One should therefore regard and handle them similarly. |
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