The traditional approaches to marketing services leads to ineffective results. New approaches based upon understanding interactions among the employees and customers are essential. This understanding must then be related to the intangible benefits and outcomes from these interactions.
Mahoney, Edward M.
"Recreation Marketing: The Need for a New Approach,"
Visions in Leisure and Business: Vol. 5
, Article 12.
Available at: https://scholarworks.bgsu.edu/visions/vol5/iss4/12