Services Marketing Management: An International Perspective

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

introduction to part four

SERVICES MARKETING MIX
Now that we have discussed the strategic side of service companies' behavior, it is time to see how it can be operationalized. There are two important aspects:
1. the elaboration of the marketing mix as such; and
2. making sure the plans about strategy and marketing mix really work.

In both cases, the implementation is aimed at actually accomplishing the goals set, the competitive advantage(s) given the relationship the firm and the customer want to attain and the success they are looking for.

At this stage, the important task is not only to define strategies but to develop the conditions and mechanisms under which they can be implemented effectively and efficiently. This part of the book hinges upon that implementation. The four strategies developed in our service typology at the beginning of this book imply that a different content must be given to the marketing mix in those four cases. This was revealed at the end of each of the chapters on the marketing mix. In the final chapter, it will all be integrated into a coherent overall picture. This will ease the

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