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Issues and challenges in the positioning of service brands: a review (1999)

Blankson, Charles ; Kalafatis, Stavros P.

Bingley : Emerald

The @journal of product & brand management 8 (1999), S. 106-118

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ISSN: 1061-0421

Source: Emerald Fulltext Archive Database 1994-2005

Topics: Economics

Notes: In recent years, increasing attention has been paid to positioning and, more specifically, positioning of service brands. This is so because of the unique characteristics of services. Although some authors argue that there are no marked differences between positioning in services and that of physical goods, the vast majority of marketing scholars believe that it is difficult to embark on positioning strategies in services. Sheds some light on this issue within the context and aims to contribute to the debate.

Type of Medium: Electronic Resource

URL: http://dx.doi.org/10.1108/10610429910266968

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