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- W75809903 abstract "Services to accompany and augment the durable good play a growing role in a manufacturer’s marketing strategy. This paper compares marketing problems and practices reported in the literature on services marketing with problems and practices reported by manufacturers of consumer durables employing services. The study reported here is part of a recent survey on the use of services in marketing strategy and marketing mix of consumer durables manufacturers in Germany. This part is to survey three topics: (1) the importance of services for getting sustainable competitive advantages, (2) the extent to which problems reported to be associated with services actually presented problems for the sample firms, and (3) the degree to which sample firms used marketing practices suggested for pure services. The results indicate that practices from marketing pure services enhance the role of services as a marketing tool in consumer durables industries." @default.
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- W75809903 date "1997-01-01" @default.
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- W75809903 title "Services Marketing in Consumer Durables Industries" @default.
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- W75809903 doi "https://doi.org/10.1007/978-3-322-91507-8_6" @default.
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