In the last 20 years, the selling of services has engendered an explosive volume of academic study, but there has been little discussion since 1986 over the notion that services are distinct from goods and thus warrant a special methodology, a collection of principles and a body of information (Brown, Fisk, & Bitner, 1994).
The defining features of service marketing will be clarified in this article, providing examples where possible. It will start by describing the marketing of services and provide some context information on its differentiation from commodity marketing.
It will then analyze the service characteristics and then end with an explanation of the additional P's found in the marketing mix of services. You can get the best IT services by clicking at-
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There has been a significant shift in marketing theory in the last century, shifting from a product-dominated view in which observable production and discrete interactions is the emphasis, to a service-dominant view in which intangibility, exchange mechanisms, and partnerships became essential (Vargo & Lusch, 2004).
For the advantage of another organization or the entity itself, Vargo and Lusch describe services as the implementation of specific competencies (knowledge and skills) through actions, procedures, and performances. Four distinctive characteristics of services will now be provided, demonstrating that the selling of services is different from the marketing of simple goods.