Some strategy implications of a matrix approach to the classification of marketing goods and services
Journal of the Academy of Marketing Science · 1986 · Volume 14 · Issue 1
Abstract
The traditional schemes for the classfication of goods and services do not adequately incorporate the marketing characteristics of services. However, rather than pose a separate classification scheme for services, the author proposes a broadened classification approach to include both goods and services. Some marketing strategy implications of this classification approach are discussed.
Keywords
Classification Scheme, Harvard Business Review, American Market Association, Service Marketing, Customer Participation
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