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What Can A Service Logic Offer Marketing Theory

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Author Info
Christian, Grönroos () (Swedish School of Economics and Business Administration)
Abstract

The goods-dominated marketing model has major shortcomings as a guiding marketing theory. Its marketing mix approach is mainly geared towards buying and does not include consumption as an integral part of marketing theory. Although it is during the process of consuming goods and services that value is generated for customers and the foundation for repeat purchasing and customer relationships are laid, this process is left outside the scope of marketing.

The focus in service marketing is not on a product but on interactions in service encounters. Consumption has become an integral part of a holistic marketing model. Other than standardized goods-based value propositions can be better understood when taking a servicebased approach. It is concluded that marketing based on a goods logic is but a special case of marketing based on a service logic and applicable only in certain contexts with standardized products.

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File URL: http://dhanken.shh.fi/dspace/bitstream/10227/192/2/508-951-555-875-1.pdf
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Publisher Info
Paper provided by Hanken School of Economics in its series Working Papers with number 508.

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Length: 18 pages
Date of creation: 05 Apr 2005
Date of revision:
Handle: RePEc:hhb:hanken:0508

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Postal: Hanken School of Economics, Arkadiankatu 22, P.O.B. 479; FIN 00101 Helsinki, Finland
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Related research
Keywords: Service marketing; marketing logic; relationship;

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