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Journal Article

Marketing Intangible Products and Product Intangibles

  • Levitt T
Cornell Hotel and Restaurant Administration Quarterly (1981) 22(2) 37-44
DOI: 10.1177/001088048102200209
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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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APA

Levitt, T. (1981). Marketing Intangible Products and Product Intangibles. Cornell Hotel and Restaurant Administration Quarterly, 22(2), 37–44. https://doi.org/10.1177/001088048102200209

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