Looks at the dilemma of practitioners and writers in service marketing‐can an intangible service be marketed using the physical product marketer's techniques of research, pricing, etc. Aims to draw together the fragments of financial services marketing literature within the framework of a single source, hopefully creating a springboard for further research and long‐term marketing planning.
No takes yet. Share an insight, caveat, or question.
Derek Davies (1974) studied this question.
Synapse has enriched 5 related papers. Consider them for comparative context: