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Business‐to‐business service marketing has received comparatively
less attention in the academic literature than business‐to‐business
product marketing; much of the service marketing literature discusses
the ways in which services and products are different. Compares service
marketing to product marketing in the industrial sector from the
perspective of customer value creation. Results of a study of managers
in the telecommunications industry provide some insight into criteria
used by customers to evaluate services and products. According to the
results, more similarities than differences exist between service and
product marketing in the industrial sector. Managerial implications of
this finding are presented.