Маркетинг услуг — что дальше? В поисках новой парадигмы и свежих веяний (часть 3)
Лавлок К., Гаммессон Э.

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.

Содержание

Куда идет маркетинг услуг;

Отсутствие права собственности как возможная основа новой парадигмы;

Применение парадигмы аренды/доступа;

Направления дальнейших исследований;

Ключевые слова: маркетинг услуг, четыре специфические характеристики услуги (IHIP), эволюция рынков, предложения и технологии в сфере услуг, будущее маркетинга услуг
Журнал: «Маркетинг и маркетинговые исследования» — №4, 2006 (© Издательский дом Гребенников)
Объем в страницах: 16.
Кол-во знаков: около 31,664.

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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