Abstract
Marketing was initially developed with products in mind, which explains why it has been applied relatively late in the service sector both in Europe and the United States. Over the last few years, this trend has definitely changed both for consumer and business services. In particular the growth of services linked to the Internet has accelerated the development of the marketing of services.
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Notes
- 1.
Eiglier, P., & Langeard, E. (1987). Servuction, marketing of services. Paris: McGraw-Hill.
- 2.
Malaval, Ph., & Bénaroya, Ch. (2013). Marketing business to business, 5th ed. Paris: Pearson.
- 3.
Flipo, J.-P. (1989). Marketing des services: un mix d’intangible et de tangible. Revue Française du Marketing, 121, 21–29.
- 4.
See Chap. 8, Pricing Policy.
- 5.
See Chap. 8, Pricing Policy.
- 6.
Text derived from www.capgemini.com, courtesy of Capgemini.
- 7.
See Chap. 15, Alliance Strategies.
- 8.
See Chap. 8, Pricing Policy.
- 9.
See Chap. 15, Alliance Strategies.
- 10.
Source: Lenormand, D. (2011). The air freight market, lectures in the Toulouse Business School. Aerospace MBA.
- 11.
See Malkin, R. (2000). An Air Cargo Century. Air Cargo World, www.aircargoworld.com
- 12.
Vareilles, J. (1999). Le marketing: une démarche nouvelle pour les compagnies aériennes dans le transport du fret. Revue Française du Marketing, 173–174(3–4), 209–218.
- 13.
See Chap. 15, Alliance Strategies.
- 14.
The 2000 MergeGlobal Air Cargo World Forecast.
References
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Malaval, P., & Bénaroya, C. (2008). B to A to U, what interest in extending the B-to-B brand visibility to final users, Lausanne, 1st French-German-Swiss workshop on B2B Marketing. 20–21 June, Switzerland.
Malaval, P., & Bénaroya, C. (2010). Marques BtoB. Paris: Pearson.
Malaval, P., & Bénaroya, C. (2013). Marketing business to business. Paris: Pearson.
Noyelle, M. (2011, June 23). Keynote speaker, former CEO of Aéroports de Paris International, Member of the Air & Space Academy. In “The airport of the future” conference, organized by Anewworld Group, Paris Air Show.
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Malaval, P., Bénaroya, C., Aflalo, J. (2014). Marketing of Services. In: Aerospace Marketing Management. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-319-01354-1_7
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DOI: https://doi.org/10.1007/978-3-319-01354-1_7
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