What Can A Service Logic Offer Marketing Theory

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Title: What Can A Service Logic Offer Marketing Theory
Author: Grönroos, Christian
Other contributor: Svenska handelshögskolan, Institutionen för marknadsföring och företagsgeografi, marknadsföring
Swedish School of Economics and Business Administration, Department of Marketing and Corporate Geography, Marketing
Publisher: Svenska handelshögskolan
Date: 2005-04-05
Language: en
Number of pages: 1837 bytes
Belongs to series: Working Papers - 508
ISBN: 951-555-875-1
ISSN: 0357-4598
URI: http://hdl.handle.net/10227/192
Abstract: The goods-dominated marketing model has major shortcomings as a guiding marketing theory. Its marketing mix approach is mainly geared towards buying and does not include consumption as an integral part of marketing theory. Although it is during the process of consuming goods and services that value is generated for customers and the foundation for repeat purchasing and customer relationships are laid, this process is left outside the scope of marketing. The focus in service marketing is not on a product but on interactions in service encounters. Consumption has become an integral part of a holistic marketing model. Other than standardized goods-based value propositions can be better understood when taking a servicebased approach. It is concluded that marketing based on a goods logic is but a special case of marketing based on a service logic and applicable only in certain contexts with standardized products.
Subject: service marketing
marketing logic
Rights: Publikationen är skyddad av upphovsrätten. Den får läsas och skrivas ut för personligt bruk. Användning i kommersiellt syfte är förbjuden.

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