PL EN


2017 | 6 (371) | 86-94
Article title

Services Marketing Influence on Marketing Theory Evolution

Content
Title variants
EN
Wpływ marketingu usług na ewolucję teorii marketingu
RU
Влияние маркетинга услуг на эволюцию теории маркетинга
Languages of publication
PL EN RU
Abstracts
PL
The discovery of differences between tangible goods and services in the 1970s was one of the most landmark moments in the history of marketing with an emphasis being shifted to the need for using different/diversified marketing activities while dealing with various industries and types of products. The objective of this article is to briefly characterise the evolution of the marketing thought and to present the crucial influence of services marketing achievements on the shape and nature of modern marketing. As a result of the literature analysis it can be stated that currently a return to uniform marketing for all kinds of goods and markets is advocated. Researchers are stressing that since differences in goods have become irrelevant, marketing activities of services marketing nature should be conducted.
EN
Jednym z najbardziej przełomowych momentów w historii marketingu było odkrycie w latach 70. różnic między produktami materialnymi i usługami oraz akcentowanie konieczności rozgraniczenia/odróżnienia działań marketingowych skierowanych do różnych branż i rodzajów produktów. Celem artykułu jest krótkie scharakteryzowanie ewolucji myśli marketingowej oraz pokazanie, jak duży wpływ na kształt i charakter współczesnych działań marketingowych miał dorobek marketingu usług. W wyniku analizy literatury przedmiotu można wnioskować, że obecnie postuluje się powrót do jednolitego marketingu dla wszystkich rodzajów dóbr i rynków. Badacze podkreślają, że różnice między dobrami stały się nieistotne, a działania stosowane w marketingu powinny mieć charakter marketingu usług.
RU
Одним из наиболее переломных моментов в истории маркетинга было открытие в 70-х годах ХХ столетия отличий между материальными продуктами и услугами, а также указание необходимости разграничать/отличать марке- тинговые действия, направленные разным отраслям и видам продуктов. Цель статьи – дать сжатую характеристику эволюции маркетинговой мысли и показать, насколько большое влияние на форму и характер современных марке- тинговых действий оказали достижения маркетинга услуг. В результате анализа литературы предмета можно сделать вывод, что в настоящее время постулируют возврат к единому маркетингу для всех видов благ и рынков. Исследователи подчеркивают, что отличия между благами стали неважными, а действия, применяемые в маркетинге, должны иметь ха- рактер маркетинга услуг.
Year
Issue
Pages
86-94
Physical description
Contributors
References
  • Arnett D.B., Wittmann C.M., Wilson III B.J. (2003), Encouraging Future Helping Behaviours: The Role of Student-Faculty Relationships in Higher Education Marketing, “Journal of Marketing for Higher Education”, Vol. 13, No. 1/2.
  • Baron S., Warnaby G., Hunter-Jones P. (2014,) Service(s) Marketing Research: Development and Directions, “International Journal of Management Review”, Vol. 16, No. 2.
  • Berry L. (1983), Relationship Marketing, (in:) Berry L., Shostack G.L., Upah G.D., Emerging Perspectives on Services Marketing, AMA, Chicago.
  • Bitner M.J. (1992), Servicescapes: the impast of physical surroundings on customers and employees, “Journal of Marketing”, Vol. 56, No 2.
  • Caceres R.C., Paparoidamis N.G. (2007), Service Quality, Relationship Satisfaction, Trust, Commitment and Business-to-Business Loyalty, “European Journal of Marketing”, Vol. 41, No. 7/8.
  • Drapińska A. (2005), Word of mouth – a key element of modern communication in the service company, “Zeszyty Naukowe Katedry Marketingu Politechniki Gdańskiej”, nr 4.
  • Drapińska A. (2009), Relationship marketing – success factors, (in:) Rosa G., Smalec A. (Eds.) Marketing przyszłości. Trendy, Strategie. Instrumenty. Partnerstwo w marketingu, „Zeszyty Naukowe Uniwersytetu Szczecińskiego, Ekonomiczne Problemy Usług”, nr 558 (41).
  • Drapińska A. (2014), Experience management in services sector, “Marketing i Rynek”, nr 8.
  • Fernandes T., Cruz M. (2016), Dimensions and Outcomes of Experience Quality in Tourism: The Case of Port Wine Cellars, “Journal of Retailing and Consumer Services”, No. 31.
  • George W.R. (Fall 1977), The Retailing of Services – A Challenging Future, “Journal of Retailing”, No. 3.
  • Gronroos Ch. (1984), A Service Quality Model and its Marketing Implications, “European Journal of Marketing”, Vol. 18, No. 4.
  • Gronroos Ch. (1994), From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing, „Management Decision”, Vol. 32, No. 2.
  • Gronroos Ch. (1999), Relationship Marketing: Challenges for the Organization, “Journal of Business Research”, Vol. 46, No. 3.
  • Gronroos Ch. (2004), The relationship marketing process: communication, interaction, dialogue, value, “Journal of Business& Industrial Marketing”, Vol. 19, No. 2.
  • Gronroos Ch., Ravald A. (2011), Service Business Logic: Implications for Value Creation and Marketing, “Journal of Service Management”, Vol. 22, No. 1.
  • Gronroos Ch, .Gummesson E. (2012), The Emergence of the New service marketing: Nordic School perspectives, “Journal of Service Management”, Vol. 23, No. 4.
  • Gronroos Ch. Gummerus J. (2014), The service revolution and its marketing implications: service logic vs service – dominant logic, “Managing Service Quality”, Vol. 24, No. 3
  • Gummesson E. (1991), Marketing orientation revisited: the crucial role of the part-time marketer, “European Journal of Marketing”, Vol. 25, No. 2.
  • Harrison-Walker (2001), The measurement of word-of-mouth communication (...), “Journal of Service Research”, Vol. 4, No. 1.
  • Helgesen O. (2008), Marketing for Higher Education: A Relationship Marketing Approach, “Journal of Marketing for Higher Education”, Vol. 18, No. 1.
  • Hunt S.D., Arnett D.B., Madhavaram S. (2006 ), The explanatory foundations of relationship marketing theory, “Journal of Business& Industrial Marketing”, Vol. 21, No. 2.
  • King R.A., Racherla P., Bush V.D. (2014), What we know and don’t know about online word-of-mouth (...), “Journal of Interactive Marketing”, Vol. 28, No. 3.
  • Mróz B. (2013), Consumer in global world, SGH, Warsaw.
  • O’Shaughnessy J., O’Shaughnessy N.J (2009) , The service-dominant perspective: a backward step? “European Journal of Marketing”, Vol. 43, No. 5/6;
  • O’Shaughnessy J., O’Shaughnessy N.J (2011), Service-dominant logic: a rejoinder to Lush and Vargo’s reply, “European Journal of Marketing”, Vol. 45, No. 7/8, Rogoziński K. (2000), Usługi rynkowe, Wydawnictwo AE, Poznań.
  • Vargo S.L., Lusch R.F. (2004), Evolving, to a New Dominant Logic for Marketing, “Journal of Marketing”, Vol. 68, No. 1.
  • Vargo S.L., Lusch R.F.(2014), Service-dominant logic as a foundation for a general theory, The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions, Routhlege USA.
  • Zeithaml V., Parasuraman A., Berry L. (Spring 1985), Problems and Strategies in Services Marketing, “Journal of Marketing”, Vol. 49, No. 4.
Document Type
Publication order reference
Identifiers
YADDA identifier
bwmeta1.element.desklight-2f65d3be-3d68-40ab-8e56-b258bfc5ac19
JavaScript is turned off in your web browser. Turn it on to take full advantage of this site, then refresh the page.