Classifying Services to Gain Strategic Marketing Insights
提出五种超越行业界限的服务分类方案，帮助管理者理解服务特性如何影响营销任务，从而获得战略营销洞见。
The diversity of the service sector makes it difficult to come up with managerially useful generalizations concerning marketing practice in service organizations. This article argues for a focus on specific categories of services and proposes five schemes for classifying services in ways that transcend narrow industry boundaries. In each instance insights are offered into how the nature of the service might affect the marketing task.