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journal on service marketing

journal on service marketing

Published in: Business, News & Politics

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  • 1. MARLA B. ROYNE STAFFORD, TIM REILLY, STEPHEN J. GROVE, LES CARLSON, RISHI BHANDARI & JOHN COPELAND By: Hemasree S 1PI10MBA57
  • 2.
    • Services Marketing Quarterly (formerly Journal of Professional Services Marketing).
    • Journal of Advertising
    • Journal of Current Issues & Research in Advertising
    • Journal of Services Marketing
    • Journal of Service Research
  • 3.
    • With services continuing to dominate the gross domestic product, the marketing and advertising of services remain a core issue in the discipline.
    • Articles were selected by using the Boolean search terms “Services Advertising,” “‘Service’ AND ‘Advertising,' "and “‘Services’ AND ‘Advertising.’”
  • 4.
      • In 1997 the development of the services-advertising literature lagged behind the services field in general and had yet to progress beyond the “scurrying-about” .
      • Services-marketing research, 1983 noted that cross-fertilization of marketing strategies can occur when services have similar characteristics.
  • 5.
    • Review of past legislation and attempts at regulating attorney advertising.
    • Advocated intimacy theory as more general across service situations than exchange or seduction theory.
    • Applies the FCB grid to services advertising.
    • Proposed that experiential aspects of services should play a key role in how service brand images are conceptualized.
  • 6.
    • Literature Review
    • Conceptual
    • Call to action to address services-advertising issues
    • Quasi Experiment
    • Survey
    • Exploratory Survey
  • 7.
    • The research by identifying, classifying, and analyzing on services advertising .
    • Bank of America and JP Morgan Chase have spent well over $1 billion in advertising in 2009, and the cable industry where Comcast, DirecTV, and Dish Network have collectively spent over $1 billion in advertising in 2009(Advertising Age, 2010).
    • As a result, they proposed several specific areas that needed attention and suggestions for enhancing the quality of research on services advertising.
  • 8.
    • THANK YOU