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Volume 5, Issue 4
1 April 1991
Journal of Services Marketing Cover Image for Volume 5, Issue 4
Research Article| April 01 1991

What′s Different About Services Marketing? Available to Purchase

Carolyn R. Fryar
Carolyn R. Fryar
Senior vice president and general manager, Metro Markets division of Kelly Temporary Services, a division of Kelly Services, the nations' largest temporary help company. She is responsible for overseeing the operation of all Kelly Temporary Services' offices in major metropolitan cities throughout North America. Fryar joined Kelly in 1972 as an account representative in the Seattle district.
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Author & Article Information
Publisher: Emerald Publishing
Online ISSN: 2054-1651
Print ISSN: 0887-6045
© MCB UP Limited
1991
Journal of Services Marketing (1991) 5 (4): 53–58.
https://doi.org/10.1108/08876049110035666

Describes the differences between the marketing of services and that of products. States that thesedifferences can affect marketing and also communications, in relation to the perception of quality,positioning and competitive difference. Offers examples of how such differences can impact on a firm. Develops a communications plan aiding effective marketing communications.

Keywords:
Communications, Competitive strategy, Services marketing, Service quality
This content is only available via PDF.
© MCB UP Limited
1991
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