Business-to-Business Service Marketing: How Does it Differ from Business-to-Business Product Marketing?
Journal of Business and Industrial Marketing, Vol. 8, No. 1, pp. 45-57, 1993
Posted: 27 Feb 2012
Date Written: 1993
This study begins with a discussion of three common myths associated with services marketing in the business-to-business sector. Later sections examine the use of customer value creation in the development of business-to-business service offerings and the way these services are evaluated by customers. Results of a survey of telecommunications industry managers are presented that compare service evaluation criteria to product evaluation criteria. Finally, managerial implications and recommendations for business-to-business service providers are provided.
Suggested Citation: Suggested Citation