Маркетинг услуг – что дальше? В поисках новой парадигмы и свежих веяний (Часть 1) 
Лавлок К., Гаммессон Э.

Тревога о будущем маркетинга услуг;
Значение парадигмы;
Что можно узнать из учебников;
Разработка парадигмы, противопоставляющей товары услугам;
Оценка четырех "уникальных" характеристик услуг;
Поиск концептуальных источников характеристик IHIP;

Ключевые слова: маркетинг услуг, четыре специфические характеристики услуги (IHIP), эволюция рынков, предложения и технологии в сфере услуг, будущее маркетинга услуг

Аннотация

Авторы статьи исследуют накопленные знания о маркетинге услуг и подвергают сомнению истинность и целесообразность его основной парадигмы, согласно которой четыре специфические характеристики услуги (нематериальность, неоднородность качества, неразделяемость производства и потребления и несохраняемость) определяют ее уникальное отличие от товара. Предлагается альтернативная парадигма, опирающаяся на предположение, что маркетинговые обмены, не приводящие к переходу собственности от продавца к покупателю, обладают фундаментальным отличием от обменов, завершающихся таким переходом.

Журнал: «Маркетинг и маркетинговые исследования» — №2, 2006 (© Издательский дом Гребенников)
Объем в страницах: 15
Кол-во знаков: около 27,427
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Лавлок Кристофер

MA, MBA, PhD, адъюнкт-профессор Школы управления при Йельском университете, глава компании Lovelock Associates.

Имеет 10-летний опыт преподавания в Бизнес-школе Гарварда, ранее работал в Беркли, Стенфорде, IMD, INSEAD и Университете Квинсленда. Автор 60 статей и ряда книг (США).

Другие статьи автора 3

Гаммессон Эверт

PhD, профессор менеджмента и маркетинга услуг в Школе бизнеса при Стокгольмском университете.

Автор более 20 книг и свыше 100 статей (Швеция).

Другие статьи автора 3