Great marketing article

I recently read a great service marketing article called "Marketing intangible products and product intangibles" by Theodore Levitt. It was published in the Harvard Business Review in 1981!

The basics in his article stems from the fact that all companies are service producers - which is a statement that many can sign off on (Honda doesnt produce cars, they produce units that enable travel?!??). Well, this is sort of the core of the article, that what makes marketing different is whether the output is intangible or tangible - here the argumentation stops (a car, is a car = tangible). And this causes problems for marketing... more on this topic later.