Differences in Market Signaling Behavior Between Manufacturers and Service Firms
Milewicz, John; Herbig, Paul; Milewicz, John; Department of Management/Marketing, College of Commerce and Business Administration, Jacksonville State University; Herbig, Paul; Management/Marketing Department, Graduate School of International Trade and Business Administration, Texas A&M International University
Журнал:
Journal of Professional Services Marketing
Дата:
1996
Аннотация:
ABSTRACTMarket Signaling although being a little known and lesser researched area is an important source of communications between firms. This paper discusses market signaling, its importance as a marketing communication device, the advantages and disadvantages of market signaling, and present the results of a recent survey. In particular, are examined the differences in signaling behavior between manufacturers and service-oriented firms.
738.2Кб