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Services Marketing

In this project we explore the distinctive features of the services and the challenges of their commercialization.

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Mónica Cortiñas
Professor of Marketing

Publications

A first step in many decision-making processes is a search for information. This paper focuses on the means consumers use to access …

To gain the competitive advantage needed to survive and compete in an environment led by large distribution chains, small-scale …

This paper addresses empirically two issues. One is whether or not basic marketing relationships at the establishment level are robust …

Since the advent and rapid diffusion of the Internet, the subject of consumer channel choice has attracted a large amount of research, …

Intense price competition, diminishing product differentiation and the difficulty of attracting new customers increase the relevance of …

This paper contributes to the knowledge of the impact of the multi-channel strategy by analyzing its effects on one key aspect of the …