Nowe trendy i kierunki badań w marketingu usług

• Authors: Drapińska Anna

Title variants

EN

New Trends and Research Directions in Services Marketing

RU

Новые тренды и направления изучения в маркетинге услуг

Abstracts

PL

Od momentu pojawienia się koncepcji marketingu usług przechodzi ona nieustającą ewolucję. Pojawiające się nowe trendy (m.in. Service-Dominant Logic, Service Logic, New Service Marketing) i obszary badań marketingu usług (np. Transformative Service Research) skłaniają do dokonywania podsumowań pewnego etapu rozwoju i stawiania pytań, w którym kierunku powinny podążać badania marketingu usług w przyszłości. Celem artykułu jest przedstawienie obecnych trendów w marketingu usług, a także wskazanie przyszłych priorytetowych kierunków badań w tym obszarze. Artykuł ma charakter koncepcyjny i oparty jest na analizie najnowszej literatury przedmiotu.

EN

The beginning of interest in services marketing in the world dates back to the 1970s, when it was found that services differed greatly from material products and required different marketing tools. Since then, concepts and tools have undergone evolution until they have voiced that the differences between tangible and intangible goods are so eroded that services marketing should apply to all businesses, regardless of what products (material or intangible) they offer. The emerging new concepts (such as Service-Dominant Logic, Service Logic, New Service Marketing) and services marketing research areas (e.g. Transforma questions in which direction should the research of services marketing follow in the future. The aim of the article is to present the new concepts and current trends in services marketing in the world, as well as to indicate the future priority research directions in this area. This article is conceptual and is based on an analysis of the latest subject literature.

RU

С момента появления концепции маркетинга услуг она проходит непрерывную эволюцию. Появляющиеся новые тренды (напр. Service-Dominant Logic, Service Logic, New Service Marketing) и области изучения маркетинга услуг (напр. Transformative Service Research) склоняют к подведению итогов определенного этапа развития и к тому, чтобы задавать вопросы, в каком направлении должно идти изучение маркетинга услуг в будущем. Цель статьи – представить нынешние тренды в маркетинге услуг, а также указать будущие приоритетные направления изучения в этой области. Статья имеет концептуальный характер и она основана на анализе новейшей литературы предмета.

Keywords

PL

marketing; usługi; koncepcje i kierunki badań

EN

marketing; services; concepts and directions of research

RU

маркетинг; услуги; концепции и направления изучения

• Publisher: Instytut Badań Rynku, Konsumpcji i Koniunktur
• Journal: Handel Wewnętrzny
• Year: 2018
• Issue: 3 (374)
• Pages: 118-126

Contributors

author

Drapińska Anna

• Politechnika Gdańska

References

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