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Abstract
The discovery of differences between tangible goods and services in the 1970s was one of the most landmark moments in the history of marketing with an emphasis being shifted to the need for using different/diversified marketing activities while dealing with various industries and types of products. The objective of this article is to briefly characterise the evolution of the marketing thought and to present the crucial influence of services marketing achievements on the shape and nature of modern marketing. As a result of the literature analysis it can be stated that currently a return to uniform marketing for all kinds of goods and markets is advocated. Researchers are stressing that since differences in goods have become irrelevant, marketing activities of services marketing nature should be conducted.
Authors (2)
-
Teresa Fernandes PhD
Cite as
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Keywords
Details
- Category:
- Articles
- Type:
- artykuły w czasopismach recenzowanych i innych wydawnictwach ciągłych
- Published in:
-
Handel Wewnętrzny
pages 86 - 95,
ISSN: 0438-5403 - Language:
- English
- Publication year:
- 2017
- Bibliographic description:
- Drapińska A., Fernandes T.: Services Marketing Influence On Marketing Theory Evolution,// Handel Wewnętrzny. -., iss. 6(371) (2017), s.86-95
- Verified by:
- Gdańsk University of Technology
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