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Powerful Essays
Breaking Free From Product Marketing Article Analysis
Service marketing, to be effective and successful, requires a mirror-opposite view of conventional ' 'product" practices. Shostack cautions that 'it is wrong to imply that services are just like products 'except ' for their intangibility ' and further identifies that the language of marketing is in fact derived from the manufacture of physical goods.
In modern literature R&D Comes to Services: Bank of America’s Pathbreaking Experiments by Stefan thomke & The Marketing of Professional Services—An Organisational Dilemma by Evert Gummesson they deal with the same or similar issues.Now it’s a discussion the work of Shostacks Breaking Free from Product Marketing with this two literature . Introduction
NEW CONCEPTS if service Nuncharted frontier are necessary marketing is marketing is to succeed. Service an Despite the increasing dominance of services in the U.S. economy, basic texts still disagree on how services should be treated in a marketing context. The heart of this dispute is the issue of applicability. The classic marketing "mix," the seminal literature, and the language of marketing all derive from the manufacture of physical goods. Practicing marketers tend to think in terms of products, particularly mass-market consumer goods. Some service companies even call their output "products" and have "product" management functions modeled after those of experts such as Procter and Gamble. Marketing seems to be overwhelmingly product-oriented. However, many service-based companies are confused about the applicability of product marketing, and more than one attempt to adopt product marketing has failed. Merely adopting product marketing 's labels does not resolve the question of whether product marketing can be overlaid on service businesses. Can corporate banking services really be marketed according to the same basic blueprint that made Tide a success? Given marketing 's historic tenets,



References: * Shostack, L., ‘Breaking Free from Product Marketing’, Journal of Marketing, Vol. 41, April 1977. * Kotler, P., ‘Broadening the Concept of Marketing’, Journal of Marketing, Vol. 33, January 1969. * Kotler, P., ‘A Generic Concept of Marketing’, Journal of Marketing, Vol. 36, April 1972. * Shostack, L., “The Tangible-Intangible continuum for goods and services” (Source: Shostack, ‘Breaking Free from Product Marketing’, Journal of Marketing, Vol. 41, No.2, April 1977). * Johns, N., ‘What is This Thing Called Service?’, European Journal of Marketing, Vol.33, No.9/10, 1999. * Bagozzi, R., ‘Marketing As Exchange’, Journal of Marketing, Vol. 39, October 1975. * See William R. George and Hiram C. Barksdale, "Marketing Activities in the Service Industries," Journal of Marketing, Vol. 38 No. 4 (October 1974), pp. 65-70. * Bennion, F. A. R., Professional Ethics, London, Charles Knight, 1969. * Eiglier, P., Langeard, E., Lovelock, C. H., Bateson, J. E. G. and Young, R. F., Marketing Consumer Services: New Insights, Cambridge, Mass., Marketing Science Institute, 1977. * European Journal of Marketing, Special issue on Marketing of Services, Vol. 11 No. 6, 1977.

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