Managing services marketing: text and readings

Managing Organizations Readings and Cases

Managing Marketing Channel Multiplicity

Advances in information technology and changing customer needs for channel service outputs have dramatically affected the routes to markets in many industries. The authors propose that these changes have led to significant alterations in how customers interact with firms and consequently to a phenomenon that we dub ‘‘channel multiplicity.’’ Channel multiplicity is characterized by the customer’...

Marketing Library and Information Services

After introductory remarks on the definition of marketing, the evolution of library and information services (LIS) marketing is explained. The authors then describe how marketing was applied to LIS over the years. Marketing is also related to other concepts used in the management of LIS. Finally the role of professional associations in diffusing marketing theory is portrayed and the importance ...

Designing and Managing Integrated Marketing Communication

Modern Marketing calls for more than developing a good product, pricing it attractively, and making it accessible. Companies must also communicate with present and potential stakeholders as well as the general public. For most companies, the question is not whether to communicate but rather what to say, to whom, and how often. In fact, every brand contact delivers an impression that can affect ...

, Jr . Marketing Professional Services

M ARKETING thinking and practice has been gradually moving into service industries. Its role in service industries is still limited, however. It has achieved some utilization in banks and airlines, to a lesser degree in insurance, brokerage, and public transportation, and still less in law, accounting, management consulting, medicine, architecture, and engineering. Even marketing research firms...