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Breaking Free from Product Marketing
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Breaking Free from Product Marketing
Breaking Free from Product Marketing
GS
G. Lynn Shostack
G. Lynn Shostack
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1 April 1977
journal article
research article
Published by
SAGE Publications
in
Journal of Marketing
Vol. 41
(2)
,
73-80
https://doi.org/10.1177/002224297704100219
Abstract
Service marketing, to be effective and successful, requires a mirror-opposite view of conventional “product” practices.
Keywords
MIRROR
OPPOSITE
PRODUCTÂ
PRODUCT MARKETING
FREE FROM PRODUCT
BREAKING FREE
CONVENTIONAL Â
SERVICE MARKETING
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Open Access
Cited by 488 articles