1. Marketing Activities in the Service Industries.
- Author
-
George, William R. and B arksdale, Hiram C.
- Subjects
MARKETING in service industries ,MANUFACTURING industries ,MARKETING mix ,MARKETING research companies ,MARKETING costs ,INDUSTRIAL costs ,MARKETING ,MARKETING research ,BUSINESS research ,BUSINESS logistics - Abstract
In this study, the scope of activities involving the components of the marketing mix, the use of external marketing services, and the level of marketing expenditures are compared between service firms and product firms. The findings suggest that marketing activities are more diffused in service firms than manufacturing firms. [ABSTRACT FROM AUTHOR]
- Published
- 1974
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