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.

Service activities such as banking, insurance, telecommunications, business auditing, distribution, trading, and other services have been at the forefront of the transformation process in East Central Europe and the former Soviet Union. These reforms, though far from complete, are now sufficiently advanced to draw lessons and to identify strategic options for foreign service firms expanding in the region. In this volume, leading analysts and practitioners offer an appraisal of the service markets and the challenges related to foreign entry into the services sector in Central and Eastern Europe during the "second wave" of transformation. What is the emerging pattern of change? What is the outlook for promising business in the area of services? Which entry strategies have proven particularly successful? How do the leading service providers from the West deal with the challenges confronting them in service markets of the region?

This collective volume used case studies, field research and industry studies to consider strategic options for foreign service firms in East Central and Eastern Europe for the late nineties and beyond.