In speeches and books, people keep talking about how services can be marketed just like physical products and other material goods. The idea behind such statements is probably that market criers don't care how material or immaterial their products are.
But service providers market more than just a product; they market a process and, especially, themselves. That means there is another dimension to marketing for service providers compared to pure product marketing. If you want to know more, please order our exposé on 'service management'.