author(s)
Mantey NO

abstract
Generally, sharp differences exist in applying marketing strategies for marketing goods/products and service(s). Goods/products and services are in two different continuums. While goods/ products are tangibles and therefore the customer/client can straightforwardly determine the quality of the goods/products, the situation is different for marketing service(s). In marketing service(s) the marketing strategies are focused on the intangibility and other inimitable characteristics of service(s). Ultimately, providing value or satisfaction to the customer in terms of service quality is indispensable in service marketing. Using a desk-top review research approach, this article is intended to highlight the challenges in marketing services. The article concludes by proposing recommendations to marketers, practitioners ‘and academics in overcoming the challenges of marketing service(s)