Business‐to‐business service marketing has received comparatively less attention in the academic literature than business‐to‐business product marketing; much of the service marketing literature discusses the ways in which services and products are different. Compares service marketing to product marketing in the industrial sector from the perspective of customer value creation. Results of a study of managers in the telecommunications industry provide some insight into criteria used by customers to evaluate services and products. According to the results, more similarities than differences exist between service and product marketing in the industrial sector. Managerial implications of this finding are presented.
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Gordon et al. (1993) studied this question.