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Breaking Free from Product Marketing
Abstract
Service marketing, to be effective and successful, requires a mirror-opposite view of conventional “product” practices.
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Citations
Cited by
Evolving to a New Dominant Logic for Marketing
Vargo, S. L., & Lusch, R. F. (2004) · Journal of Marketing · doi:10.1509/jmkg.68.1.1.24036 · Cited by 14,779
A conceptual model of service quality and its implications for future research
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985) · Journal of Marketing · doi:10.1177/002224298504900403 · Cited by 21,645
Servicescapes: The Impact of Physical Surroundings on Customers and Employees
Bitner, M. J. (1992) · Journal of Marketing · doi:10.2307/1252042 · Cited by 7,271
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1994) · Journal of Marketing · doi:10.1177/002224299405800109 · Cited by 3,322
Classifying Services to Gain Strategic Marketing Insights
Lovelock, C. H. (1983) · Journal of Marketing · doi:10.1177/002224298304700303 · Cited by 1,996
The Four Service Marketing Myths: Remnants of a Goods-Based, Manufacturing Model
Vargo, S. L., & Lusch, R. F. (2004) · Journal of Service Research · doi:10.1177/1094670503262946 · Cited by 1,338
Service portraits in service research: a critical review
Edvardsson, B., Gustafsson, A., & Roos, I. (2005) · International Journal of Service Industry Management · doi:10.1108/09564230510587177 · Cited by 763
The impact of services versus goods on consumers’ assessment of perceived risk and variability
Murray, K. B., & Schlacter, J. L. (1990) · Journal of the Academy of Marketing Science · doi:10.1007/bf02729762 · Cited by 811
The Service Revolution and the Transformation of Marketing Science
Rust, R. T., & Huang, M.-H. (2014) · Marketing Science · doi:10.1287/mksc.2013.0836 · Cited by 578
Servitization and deservitization: Overview, concepts, and definitions
Kowalkowski, C., Gebauer, H., Kamp, B., & Parry, G. (2017) · Industrial Marketing Management · doi:10.1016/j.indmarman.2016.12.007 · Cited by 558
Laroche, M., Yang, Z., McDougall, G. H. G., & Bergeron, J. (2005) · Journal of Retailing · doi:10.1016/j.jretai.2004.11.002 · Cited by 410
Development of a Taxonomy of Services to Gain Strategic Marketing Insights
Bowen, J. (1990) · Journal of the Academy of Marketing Science · doi:10.1177/009207039001800104 · Cited by 397
Ganguli, S., & Roy, S. K. (2011) · International Journal of Bank Marketing · doi:10.1108/02652321111107648 · Cited by 357
Customer dominant value formation in service
Heinonen, K., Strandvik, T., & Voima, P. (2013) · European Business Review · doi:10.1108/09555341311302639 · Cited by 353
Technology-driven service strategy
Huang, M.-H., & Rust, R. T. (2017) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-017-0545-6 · Cited by 263
Priporas, C.-V., Stylos, N., Rahimi, R., & Vedanthachari, L. N. (2017) · International Journal of Contemporary Hospitality Management · doi:10.1108/ijchm-08-2016-0420 · Cited by 228
Boyer, K. K., & Hult, G. T. M. (2006) · Journal of Operations Management · doi:10.1016/j.jom.2005.04.002 · Cited by 158
HRM – A Service Perspective: Towards a Customer‐focused HRM
Schneider, B. (1994) · International Journal of Service Industry Management · doi:10.1108/09564239410051911 · Cited by 146
An exploratory study of service value in the USA and Ecuador
Brady, M. K., & Robertson, C. J. (1999) · International Journal of Service Industry Management · doi:10.1108/09564239910289003 · Cited by 117
Gremler, D. D., & McCollough, M. A. (2002) · Journal of Marketing Education · doi:10.1177/027753024002008 · Cited by 93
AI in Service Design: A New Framework for Hybrid Human–AI Service Encounters
Mortati, M., & Viana Mundstock Freitas, G. (2026) · Journal of Service Research · doi:10.1177/10946705251344387 · Cited by 33
Faranda, W. T. (2015) · Marketing Education Review · doi:10.1080/10528008.2015.1029853 · Cited by 19
(2012) · Cited by 6
Metadata
- Authors
- Shostack, G. L.
- Venue
- Journal of Marketing
- Publisher
- SAGE Publications
- Published
- 1977-04
- Volume
- 41
- Issue
- 2
- Pages
- 73-80
- ISSN
- 0022-2429 (ISSN-L)
- 1547-7185
- OpenAlex
- W2073733140
- Cited by
- 2,049
- References
- 0
- FWCI
- 10.75
- Type
- journal article
- Language
- en
- Open access
- closed
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Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
