Service Marketing for the Smaller Firm


  • Edward W. Wheatley East Carolina University
  • Ernest B. Uhr East Carolina University


Concepts being developed in the field of services marketing management can be applied by the smaller firm. The small firm can be more responsive. flexible and personal than the larger competitor. The authors believe that small service firms may be able to leverage these competitive advantages by utilizing marketing strategies and actions designed to capitalize on the unique characteristics of services. The marketing strategies of dramatization, demand management, process engineering, and relationship management offer the small service firm significant opportunities for competitive advantage. “Service Managers’ Action Guidelines" are presented in an effort to assist small firm managers in implementing services marketing techniques. Guidelines are based on four characteristics which strategically y differentiate the marketing services from products. Four strategies are recommended to assist managers in taking advantage of strategic service differences and opportunities. Several action recommendations are offered for each strategy.


Download data is not yet available.


Journal of the Academy of Marketing Services, J AJ Press, 55Old Port Road, No. 2,P.O. Box 1678, Greenwich, CT 06836-1678.

Allrecht, K. (1988). At ricas service. Homewood, IL: Dow Jones - Irwin.

Allrecht, K. & Zemke, R. (1985). Service America. Homewood, IL: Dow Jones - Irwin. BalesOll, J.E. G. (1989). Managing services marketing. Chicago, IL: The Dryden Press. Boone, L. E. & Kurtz, D. L.(1992). Con1emporary marketing. Ft. Worth, TX: The Dryden Press, 375.

Brown, S. W., et al (1991). Service quality. Lexington, MA: Lexington Books.

Fisk, R. P. & Tansuhaj, P. S. (1985). Services marketing - an annotated bibliography. Chicago, IL:American Marketing Association.

Gronroos, C. (1990). Service management and marketing. New York, NY: The Free Press. Lovelock, C. H. (1991). Services marketing. Englewood Cliffs, NJ: Prentice-Hall. Journal of Marketing, American Marketing Association, 250 S. Wacker Drive, Chicago, IL 60606.

Journal of Professional Services Marketing, The Haworth Press, 10 Alice Street, Binghamton, NY 13904-1580.

Sasser, Jr., W., Christopher, E., Hart, W. L.,& Heskett, J. L.(1991) TM service management course. New York, NY: 1be Free Press. Journal of Services Marketing, Grayson Associates, 108Loma Media Road, Santa Barbara, CA 93103.

Shostack, G. L. (1977). Breaking free from product marketing. Journal of Marketing, April, 77. Shostack, G.L. (1987). Servicepositioning through structural change. J journal of Marketing. 51, (January) 34.



How to Cite

Wheatley, E. W., & Uhr, E. B. (1993). Service Marketing for the Smaller Firm. Journal of Small Business Strategy, 4(2), 1-10. Retrieved from




Most read articles by the same author(s)