Erratum Academic Article uri icon


  • The pivotal difference between goods businesses and services businesses is that goods businesses sell things and service businesses sell performances. These performances are often labor intensive, with the service provider being, in effect, a part of the service. Services marketers deal with some special challenges that stem from product intangibility and “the people factor.” These special challenges are the driving force in the fast-growing development of services marketing as a subdiscipline of marketing. As the services marketing discipline grows by leaps and bounds, it is well to keep in mind certain anchor ideas-ideas that can be used both now and in the future. There are seven major ideas for services marketing that are frequently overlooked in the practice of services marketing. © 1987, MCB UP Limited

author list (cited authors)

  • Berry, L.

citation count

  • 44

publication date

  • January 1987