| Beteiligte: | |
|---|---|
| In: | Journal of Marketing, 51, 1987, 1, S. 34-43 |
| veröffentlicht: |
SAGE Publications
|
| Medientyp: | Artikel, E-Artikel |
| Umfang: | 34-43 |
|---|---|
| ISSN: |
0022-2429
1547-7185 |
| DOI: | 10.1177/002224298705100103 |
| veröffentlicht in: | Journal of Marketing |
| Sprache: | Englisch |
| Schlagwörter: | |
| Kollektion: | SAGE Publications (CrossRef) |
<jats:p> The basis of any service positioning strategy is the service itself, but marketing offers little guidance on how to craft service processes for positioning purposes. A new approach suggests that within service systems, structural process design can be used to “engineer” services on a more scientific, rational basis. </jats:p> |