Services Marketing Management: An International Perspective

By Hans Kasper; Piet Van Helsdingen et al. | Go to book overview

CHAPTER
ONE

FUNDAMENTALS OF
SERVICES MARKETING
After studying this chapter you should be able to:
define services;
reproduce the basic characteristics of services;
understand the concept of market orientation;
distinguish between customer orientation and competitor orientation;
understand the need of relationship marketing;
define the essential features of a market-oriented strategy in a service company;
report on the importance of the service sector in many different countries
understand the complexity of internationalization in services; and
circumscribe and argue the overall framework, perspective or marketing philosophy applied.

LEFT:Care in
'Swansational' services

-5-

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