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Services Marketing (Маркетинг услуг)

Опубликовано на портале: 17-10-2003
Дисциплина: Services Marketing (Маркетинг услуг)
Год: 2003
Язык: Английский
Тематические разделы: Менеджмент, Маркетинг

This practical course addresses the distinct needs and problems of such service organisations (both B2C and B2B). The overriding theme of the course is that services (both commercial and not-for-profit) possess a set of unique characteristics that require a distinctive approach to marketing strategy - both in its development and execution. This is not to say that the approach is unique, but rather distinctive. Therefore we build upon and expand the marketing management concepts and models and adapt them to the services sector. We will use marketing to examine how to improve service quality, increase and maintain customer satisfaction levels, generate customer loyalty, and create a healthy service culture within the firm. In services we discuss the 7 Ps of the ‘Services Marketing Mix’ (the traditional 4 Ps plus people, processes, and physical evidence). Since many services have a strong people or employee component (the fifth “p” of the marketing mix), we devote time to examining successful internal marketing and relationship management, in addition to the more traditional customer-focussed external marketing.


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