The strength of branding and positioning in services
S Dibb, L Simkin - International Journal of Service Industry …, 1993 - emeraldinsight.com
In a recent article advertising agency boss Stephen King suggested that now is the time to
revitalize the marketing of brands for the 1990s, and in particular to develop branding and
positioning in services marketing. Argues that King′ s comments do not do justice to the
majority of marketing departments, especially the growing ranks of services marketers, and
that current practice in this area is already well established in its own right. Draws on ...
revitalize the marketing of brands for the 1990s, and in particular to develop branding and
positioning in services marketing. Argues that King′ s comments do not do justice to the
majority of marketing departments, especially the growing ranks of services marketers, and
that current practice in this area is already well established in its own right. Draws on ...