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Journal of Personal Selling & Sales Management Volume 6, 1986 - Issue 2: Special Issue: Implications and Applications for the Practicing Professional
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Original Articles

The Selling of Services: A Comprehensive Model

William R. George William R. George is Professor of Marketing, Villanova University, Villanova, PA. He received his Ph.D. at the University of Georgia. Dr. George's research and consulting focus exclusively on the marketing of services. He has published in the Journal of Health Care Marketing, Journal of Marketing, Journal of Retailing, Business Horizons, Journal of Accountancy, The CPA Journal, Journal of the Academy of Marketing Sciences, and other leading periodicals. He has been active in the American Marketing Association at the national level in several capacities: Co-chair of Special Conference on Services Marketing (1981), Special Task Force on Services Marketing which established a separate division for Services Marketing (1981–82), Co- chair of Symposium on Developing New Services (1983) and presenter at the Faculty Consortium on Services Marketing (1985).
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J. Patrick Kelly J. Patrick Kelly is the K-Mart Professor of Marketing at Wayne State University. He received his Ph.D. from the University of Illinois in 1972. His empirical research has been extensive in the areas of in-store signing, retail store productivity, retail store sales forecasting, retailing of services, and marketing strategies for the photographic industry. Publication of this research has appeared in The Journal of Business Forecasting, Business, The Journal of Retailing, Management Accounting, The Journal of Marketing, and The Journal of Advertising.
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Claudia E. Marshall Claudia E. Marshall is Vice President of Corporate Marketing and Communications Services, The Travelers Companies. She holds an M.A., Michigan State University; M.B.A., New York University. Ms. Marshall is responsible for corporate and product advertising for the Corporation, sales promotion, public relations, employee communications, direct response communications, and financial communications. Ms. Marshall began her career at the IBM Corporation. Prior to joining The Travelers, she was Vice President of the Chase Manhattan Bank, where she held marketing positions in the consumer, international, and institutional businesses. She has published in the Journal of Consumer Marketing, Training and Development Journal and other marketing publications.
Pages 29-37 | Published online: 24 Oct 2013

References

  • Berry, Leonard L. (1980), “Service Marketing Is Different,” Business (May-June), 24–29.
  • Carman, James M. and Eric Langeard (1980), “Growth Strategies for Service Firms,” Strategic Management Journal (January-March), 7–22.
  • Dubinsky, Alan J. and W. Rudelius (1980–81), “Selling Techniques for Industrial Products and Services: Are They Different?” Journal of Personal Selling & Sales Management (Fall/Winter), 65–75.
  • Dubinsky, Alan J., Thomas N. Ingram and William Rudelius (1985), “Ethics in Industrial Selling: How Product and Service Salespeople Compare,” Journal of the Academy of Marketing Science Vol. 13, No. 1 (Winter), 160–170.
  • George, William R. and J. Paul Soloman (1980), “Marketing Strategies for Improving Practice Development,” The Journal of Accountancy (February), 79–84.
  • George, William R. and Leonard L. Berry (1981), “Guidelines for the Advertising of Services,” Business Horizons (July/August), 52–56.
  • George, William R. and J. Patrick Kelly (1983), “The Promotion and Selling of Services,” Business (July-September), 14–20.
  • Gronroos, Christian (1983), Strategic Management and Marketing in the Service Sector (Cambridge, MA: Marketing Science Institute, report #83–104).
  • Hafer, John and Barbara A. McCuen (1985), “Antecedents of Performance and Satisfaction in a Service Sales Force,” Journal of Personal Selling & Sales Management, vol. 5, No. 2 (November), 7–17.
  • Heskett, James L. (1986), Managing in the Service Economy (Boston: Harvard Business School Press).
  • Johnson, Eugene M. (1969), “Are Goods and Services Different? An Exercise in Marketing Theory,” Ph.D. diss., Washington University.
  • Johnson, Eugene M. (1970). “The Selling of Services,” in Handbook of Modern Marketing, Victor P. Buell, ed. (New York: McGraw-Hill Book Co.) section 12, 110–121.
  • Levitt, Theodore (1981), “Marketing Intangible Products and Product Intangibles, Harvard Business Review (May-June), 94–102.
  • Moriarty, Rowland T., Ralph C. Kimball and John W. Gay (1983), “The Management of Corporate Banking Relationships,” Sloan Management Review (Spring), 3–15.
  • Parasuraman, A., Valarie A. Zeithaml and Leonard L. Berry (1985), “A Conceptual Model of Service Quality and Its Implications for Future Research,” Journal of Marketing (Fall), 41–50.
  • Thomas, Dan R. E. (1978), “Strategy is Different in Service Businesses,” Harvard Business Review (July-August), 158–165.
  • Wilson, Aubrey (1972), The Marketing of Professional Services (London: McGraw-Hill Limited).
  • Zeithaml, Valarie A., A. Parasuraman, and Leonard L. Berry (1985), “Problems and Strategies in Services Marketing,” Journal of Marketing (Spring), 33–46.

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