haku: @author Jackson, R. W. / yhteensä: 3
viite: 2 / 3
| Tekijä: | Jackson, R. W. Cooper, P. D. |
| Otsikko: | Unique aspects of marketing industrial services. |
| Lehti: | Industrial Marketing Management
1988 : MAY, VOL. 17:2, p. 111-118 |
| Asiasana: | INDUSTRIAL MARKETING |
| Kieli: | eng |
| Tiivistelmä: | Special aspects of marketing industrial services are discussed. Basic differences between marketing to other businesses and marketing to consumers are examined. Consumer marketing literature is reviewed. Client and output types are compared. A definition is presented for marketing. Services marketing is discussed. The uniqueness of industrial marketing is highlighted. Attention is given to industrial products' classification. A new paradigm is proposed for classifying products. Special characteristics of industrial services marketing are outlined. Recommendations are summarized for managers. A differentiated marketing planning system is proposed. |
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