Services Marketing Influence on Marketing Theory Evolution

Czasopismo

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• Autorzy: Anna Drapińska , Teresa Fernandes

Warianty tytułu

Wpływ marketingu usług na ewolucję teorii marketingu

• Języki publikacji: EN

Abstrakty

EN

The discovery of differences between tangible goods and services in the 1970s was one of the most landmark moments in the history of marketing with an emphasis being shifted to the need for using different/diversified marketing activities while dealing with various industries and types of products. The objective of this article is to briefly characterise the evolution of the marketing thought and to present the crucial influence of services marketing achievements on the shape and nature of modern marketing. As a result of the literature analysis it can be stated that currently a return to uniform marketing for all kinds of goods and markets is advocated. Researchers are stressing that since differences in goods have become irrelevant, marketing activities of services marketing nature should be conducted. (original abstract)

Jednym z najbardziej przełomowych momentów w historii marketingu było odkrycie w latach 70. różnic między produktami materialnymi i usługami oraz akcentowanie konieczności rozgraniczenia/odróżnienia działań marketingowych skierowanych do różnych branż i rodzajów produktów. Celem artykułu jest krótkie scharakteryzowanie ewolucji myśli marketingowej oraz pokazanie, jak duży wpływ na kształt i charakter współczesnych działań marketingowych miał dorobek marketingu usług. W wyniku analizy literatury przedmiotu można wnioskować, że obecnie postuluje się powrót do jednolitego marketingu dla wszystkich rodzajów dóbr i rynków. Badacze podkreślają, że różnice między dobrami stały się nieistotne, a działania stosowane w marketingu powinny mieć charakter marketingu usług. (abstrakt oryginalny)

Słowa kluczowe

EN

Service marketing; Marketing theory; History of economic thought

PL

Marketing usług; Teoria marketingu; Historia myśli ekonomicznej

• Czasopismo: ---
• Strony: 86--94

Twórcy

autor

Anna Drapińska

• Politechnika Gdańska

autor

Teresa Fernandes

• University of Porto

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