Kategorie: Marketing

While the special features of services described in the previous chapter are to be regarded as generally valid, services can also be categorized according to their heterogeneous characteristics. In science, various approaches have been developed for this purpose, such as the transaction-related or relationship-related typology. While the transaction-related typology links the type of service (touchability)… Service Marketing Part II: Approach to structured differentiation of service weiterlesen

Historically, the origin of the marketing idea is closely linked to the distribution of consumer goods. In the course of the development process of this approach, there was initially no differentiation between consumer goods and services marketing. Thus, the findings from the consumer goods sector were initially transferred directly to services. With the increasing relevance… Service Marketing Part I: Basics weiterlesen