TITLE

Linking Service and Finance

AUTHOR(S)
Anderson, Eugene W.
PUB. DATE
November 2006
SOURCE
Marketing Science;Nov/Dec2006, Vol. 25 Issue 6, p587
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The author offers commentary on an article about service marketing by Roland T. Rust and Tuck Siong Chung that was published in "Marketing Science." He attempts to elaborate on various research priorities, such as linking service and marketing to its financial outcomes, understanding and streamlining the connection between service and profit, and better understanding managers' use of service models in order to best meet the needs of the customer. He suggests that marketing science is increasingly geared toward a service and relationship-oriented focus.
ACCESSION #
23934011

 

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