The role of service in industrial marketing
Ron Arnfield
(Centre for Industrial Innovation, University of Strathclyde, Glasgow, UK)
854
Abstract
Reviews the role of service in the marketing mix with regard to its possibilities, using organizational examples as an illustration. Outlines an approach to service strategy and examines its cost limitations. Suggests that the increasing complexity of products and more intense competition must be reviewed with regard to the service being provided for the customer in order that they receive more benefits.
Keywords
Citation
Arnfield, R. (1968), "The role of service in industrial marketing", European Journal of Marketing, Vol. 2 No. 1, pp. 24-36. https://doi.org/10.1108/EUM0000000005241
Publisher
:MCB UP Ltd
Copyright © 1968, MCB UP Limited