What are the trends affecting the marketing of services? How is the
current tendency towards customer orientation, globalization,
deregulation and technological change determining the ways in which
leading service firms conduct their marketing activities? Why is
cross-sector fertilization particularly useful for services, and
what type of strategic response is most likely to shape business
success of service firms in the future? These are some of the
questions addressed in this collective volume by academics and
practitioners working with and within the service sector.
Drawing on their own business experience as well as upon
theoretical developments and concepts on marketing, strategic
analysis, economics and organization theory, the authors present a
fresh approach to questions of marketing strategies for services in
global markets. They argue that in their marketing strategies,
outstanding service firms increasingly emphasize results and
performance, service technology, network structure and culture,
lobbying, and global thinking in approaching markets and
co-operation arrangements.
Given the strength of the adjustment shock affecting service
producers and its certain continuation, this book - full of
insights and unconventional thinking - is an important contribution
to the literature of services management. It will be useful reading
for all who wish to understand why old patterns in the marketing of
services are breaking down, as well as what lies around the
corner.
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