Marketing of works as a source of the new hybrid offerings in widened marketing of goods, works and services

摘要

Purpose - The purpose of this paper is the justification of a new conception of the marketing of works. The paper supports this new conception of the marketing of goods, works, and services instead of the existing conception of the marketing of goods and services. The paper also introduces new concepts of hybrid offerings. Design/methodology/approach - The paper develops hypotheses on the basis of a hypothetical-deductive method, the application of analysis and synthesis for justification of the proposed concepts, and interviews with top marketing managers of shipyards to substantiate the necessity of marketing of works. Findings - Marketing of works is a new line of marketing activity and a source of new hybrid offerings. A widened marketing of goods, works, and services must replace the existing marketing of goods and services, which does not apply completely in the sale of works. The main difference between works and services is an ability to change the market value of objects. "Goods + works" and "works + services" are the new particular hybrid offerings and "goods + works + services" is the new general hybrid offering. Practical implications - Marketing of works plays a key role in many branches of industry, including house building, airplane production, the repair of vessels, the reclamation of land, and so on. Works are elements of the new hybrid offerings and the new marketing of goods, works, and services. Originality/value - Initially, the new marketing of works appeared as a part of the marketing of industrial services. Conceptions of the marketing of works and the marketing of goods, works, and services are new results that develop the existing marketing of goods and services. The particular hybrid offerings "goods + works" and "works + services" and the general hybrid offering "goods + works + services" are also new results.