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Coursework Marketing of Services MK204A April 18th 2003 "We're not in the hamburger business; we're in showbusiness" Ray Kroc, founder of MacDonalds. Services are defined by Donald Cowell in the Marketing of Services, Butterworth and Heinemann, as "those separately identifiable but intangible activities that provide want-satisfaction, and that are not of necessity tied to (or inextricable from) the sale of a product or another service". There are further explanations and of course Kotler has his definition. So successful has been the transition from an essentially industrial society, that today, more than 60% of the Western economies are now in the service sector, whether measured in terms of income or numbers employed (Macdonald & Payne, 1998, p1) In this Coursework, I intend to analyze the marketing mix, for tourist attractions, and contrast theory and practice. One of the problems with defining a service is that a Product is seen to be tangible and Service intangible....

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