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Service Positioning through Structural Change

G. Lynn Shostack

Managing Director, The Coveport Group, Inc.

Journal of Marketing 1987

The basis of any service positioning strategy is the service itself, but marketing offers little guidance on how to craft service processes for positioning purposes. A new approach suggests that within service systems, structural process design can be used to “engineer” services on a more scientific, rational basis.

DOI
10.1177/002224298705100103
Volume
51 (1)
Pages
34-43
Language
en
Export
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Sources
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