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Cornell Hotel and Restaurant Administration Quarterly
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Marketing Intangible Products and Product Intangibles

Theodore Levitt

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

Cornell Hotel and Restaurant Administration Quarterly, Vol. 22, No. 2, 37-44 (1981)
DOI: 10.1177/001088048102200209
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