Addressing services’ intangibility through integrated marketing communication: An exploratory study

Journal of Services Marketing

Volumn 16, Issue 5, 2002, Pages 393-411

  Grove, Stephen J ^a   Carlson, Les ^a   Dorsch, Michael J ^a  

^a Duke University   (United States)

Author keywords

Advertising; Intangibility; Marketing communications; Services

Indexed keywords

EID: 84986172417     PISSN: 08876045     EISSN: None     Source Type: Journal    
DOI: 10.1108/08876040210436876     Document Type: Article

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