Expanding marketing opportunities with pre-need services

Myroslaw J. Kyj, C. Jayachandran, John L. Haverty

Research output: Contribution to journalReview articlepeer-review

3 Scopus citations


The general orientation of services marketing literature with regard to consumer or buyer behavior has been with “at-need” purchases, those purchases made only when current consumption needs are felt. This standard approach has overlooked purchase behavior that has a time lag to consumption. “Pre-need” services are purchased in anticipation of their future use. The characteristics of “pre-need” services are identified and a model or framework is developed for integrating the pre-need dimension with the marketing mix variables. The model leads to important managerial and research implications in the pre-need marketing of services.

Original languageEnglish
Pages (from-to)55-63
Number of pages9
JournalJournal of Services Marketing
Issue number3
StatePublished - Mar 1988


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