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An Applied Theory For Marketing Industrial Services

Christian Grönroos
Published 1979 · Business

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Abstract When the area of industrial marketing is discussed in the literature on marketing and marketing management, only the marketing of goods to industrial buyers are considered. However, a vast amount of services are also marketed in the industrial sector. There is some, although very limited, literature on professional or consultancy services, but the area is usually not thought of as a part of industrial marketing [ 1–3 ] . Recently, a few papers have been published where these services are treated as an integral part of industrial marketing [ 4, 5 ] . The purpose of this article is to suggest some frameworks concerning the marketing of industrial services .
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