An Overview of Service Marketing
Journal Title: International Journal of Interdisciplinary and Multidisciplinary Studies (IJIMS) - Year 2017, Vol 4, Issue 2
Abstract
Marketing literature has expanded in its horizon overtime. Services have become a fundamental part of the literature. The inherent differences between goods and services led to development of services as a separate field of study. Marketing in case of services revolves around consumers as they are important part of service exchange. However, due to its complex nature, conceptual clarity about marketing in services is still lacking. This paper is an attempt to remove conceptual ambiguity about services marketing. The paper discusses the evolution of service marketing literature, characteristics of services and marketing mix for services. The paper concludes with some suggestions for service marketers.
Authors and Affiliations
Anuradha Malik, Ashish Malik
Keywords
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