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

See all articles by Geoffrey Gordon

Geoffrey Gordon

affiliation not provided to SSRN

Roger Calantone

Michigan State University

Anthony Di Benedetto

Temple University

Date Written: 1993

Abstract

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

Gordon, Geoffrey and Calantone, Roger and Di Benedetto, Anthony, Business-to-Business Service Marketing: How Does it Differ from Business-to-Business Product Marketing? (1993). Journal of Business and Industrial Marketing, Vol. 8, No. 1, pp. 45-57, 1993. Available at SSRN: https://ssrn.com/abstract=2011977

Geoffrey Gordon

affiliation not provided to SSRN ( email )

Roger Calantone

Michigan State University ( email )

Agriculture Hall
East Lansing, MI 48824-1122
United States

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