Discussion is rife among critics across the world on the differences inherent in services marketing as opposed to traditional product marketing. Whilst some argue that they should be approached in a similar manner, the majority acknowledge the differing approaches required for the successful execution of  either in their respective markets. However, a clear cut strategy is made much more difficult when the lines between product and service become blurred. For instance, it’s reasonable to assume that a company with a cloud ‘product’, which is referred to and primarily marketed as a service, would address their marketing strategy differently from those companies which fall neatly into the traditional product or service box?

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