Gordon, Geoffrey L.; Calantone, Roger J.; di Benedetto, … - In: Journal of Business & Industrial Marketing 8 (1993) 1, pp. 45-57
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...
