Services Marketing Management: An International Perspective

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

introduction to part three

STRATEGIC ISSUES

The first two parts of this book discussed some fundamental issues service firms have to take into account to survive. First, the environment of service organizations was analyzed in Part I, while Part II contained essential topics about consumer behavior and service quality.

Once the basics from Parts I and II are known, more specific information is needed before the service provider can develop its strategy, let alone implement it. Therefore, information is needed as the basis for formulating strategies. These strategies may be formulated for the whole organization at corporate level or at (strategic) business unit level. Next to these generic strategies, the functional marketing strategy must be formulated. The ways in which this strategic information can be collected will be discussed here in Part III. All this information will be used by service organizations to actually formulate strategies in order to achieve goals set. These strategies can be applied at different levels, mainly depending on the size of an organization. The influence of the human factor on success in the service business will arise again in Part IV, when the marketing mix in service firms is discussed.

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