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Marketing Intangible Products and Product Intangibles

Cornell Hospitality Quarterly

Impact Factor: 2.7 / 5-Year Impact Factor: 4.4

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Research article

First published online August, 1981

Marketing Intangible Products and Product Intangibles

Volume 22, Issue 2

https://doi.org/10.1177/001088048102200209

Abstract

When you ask prospective customers to buy promises —as all service-oriented firms do - you must provide metaphorical reassurances of quality and "industrialize" the service-delivery process

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