an icon showing a delivery van Shulph delivers to United Kingdom.
Book cover for Marketing Strategies for Services, a book by M. M. Kostecki Book cover for Marketing Strategies for Services, a book by M. M. Kostecki

Marketing Strategies for Services

Globalization - Client-orientation - Deregulation
1994 ᛫


What are the trends affecting the marketing of services? 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? This work presents a fresh approach to questions of marketing strategies for services in global markets.

Powered by RoundRead®
This book leverages Shulph’s RoundRead system - buy the book once and read it on both physical book and on up to 5 of your personal devices. With RoundRead, you’re 4 times more likely to read this book cover-to-cover and up to 3 times faster.
Buy Book + eBook £99.99
Add to Read List


Instant access to ebook. Print book delivers in 5 - 10 working days.

  • Page count

    272 pages

  • Category

    International Business

  • Publisher

    Pergamon Press

  • Ebook file size

  • Language

    English

Summary


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.

Table of contents

  • Preface. List of Tables. Acknowledgements. The Contributors. Part1: Concepts and Issues. Part II: Cases and Business Perspectives. Part III: What Marketing Strategies for the Future? Glossary. Bibliography. Index.