Buy custom A critical review of the ways in which marketing thought is evolving in response to current trends in the services marketing environment.
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| Topic: |
Business
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| Number of pages / Number of words: |
12 / 3111 |
Essay's paper body
Although this essay will not attempt to represent a complete review, it will attempt to identify key themes in its evolution, with particular reference to professional services.
Early services literature focused on borrowing metaphors from product marketing, from where it evolved, using factory terminology such as inputs, processes, outputs and productivity, deliberately drawing parallels between the production of a tangible good and the delivery of an intangible service...
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Consumers of services were placed in the factory metaphor as partners in the production process (Lovelock and Young, 1979), viewed as potential bottlenecks to be processed as quickly as possible (Chase, 1978). However, this terminology was soon found to be lacking as the innate characteristics of services, intangibility, inseparability, variability and perishability could not be catered for within this construct...
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General points of the essay
A critical review of the ways in which marketing thought is evolving in response to current trends in the services marketing environment.
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Outline the main benefits/advantages and the potential disadvantages/drawbacks associated with marketing planning, based on a critical review of the literature
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