Author:
Beaven Mary H.,Scotti Dennis J.
Abstract
Argues that a cognitive bias is found in the language used to
describe services, since services are defined in relation to
manufacturing. Proposes that services should be accurately described as
they are very different from manufactured goods. Considers service from
an alternative viewpoint, highlighting this perspective′s implications
for marketing thought. Draws attention to practical implications with
regard to the marketing mix.
Cited by
27 articles.
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