Abstract
The marketing discipline has been concerned primarily with GOODS. Yet SERVICES are claiming an increasing share of the consumer's dollar. This author argues that marketing people should direct more of their attention to the services sector. What are the marketing characteristics of services? Are goods solely goods—services solely services? Is not the marketing of services by government agencies an appropriate province for marketing analysis? These are some of the questions considered here.
Keywords
Goods and servicesMarketingServices marketingBusinessGovernment (linguistics)Marketing researchBusiness marketingBusiness-to-governmentMarketing mixService (business)EconomicsMarket economy
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Publication Info
- Year
- 1966
- Type
- article
- Volume
- 30
- Issue
- 4
- Pages
- 32-36
- Citations
- 429
- Access
- Closed
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Cite This
John M. Rathmell
(1966).
What is Meant by Services?.
Journal of Marketing
, 30
(4)
, 32-36.
https://doi.org/10.1177/002224296603000407
Identifiers
- DOI
- 10.1177/002224296603000407