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Erschienen in:
2002 | OriginalPaper | Buchkapitel
Marketing of Services
verfasst von : Philippe Malaval, Christophe Bénaroya
Erschienen in: Aerospace Marketing Management
Verlag: Springer US
Enthalten in: Professional Book Archive
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Marketing was initially developed with products in mind, which explains why it has been applied relatively late in the service sector both in Europe and the United States. Over the last few years, this trend has definitely changed both for consumer and business services. In particular the growth of services linked to the Internet has accelerated the development of the marketing of services.