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Services Marketing
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>About this Canon project
>Main aims
>How to use these resources
>Contributors
>Help shape best practice
Services Marketing: About this project
The growing importance of the role that services play in both the economy as a whole and organisations in particular cannot be over-estimated. This encompasses not only 'pure' service industries as such, but companies which market physical goods where the element of service in their offering is increasingly one of the few sources of competitive differentiation. And while a focus on the customer underpins the marketing of both physical goods and services, it's critical to understand the limitations of traditional marketing when it comes to developing the most effective tools and techniques for services marketing. This Canon of Knowledge project, a comprehensive examination of every aspect of services marketing, tells you what you need to know. And, to show the practice behind the theory, there are over a dozen up-to-date case studies on how companies like Pricewaterhouse Coopers, Microsoft, NatWest, Hyatt Hotels, Centrica, BT and Sun Microsystems approach the marketing of services.
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Main aims:
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To define what we mean by marketing effectiveness.
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To provide marketers and their organisations with a more rigorous framework in which to measure both the short- and longer-term financial impact of their marketing investments.
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To help practitioners share their knowledge about Marketing Effectiveness - the knowledge which they think is essential to successful practice.
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How to use these resources
The resources in this project have been grouped into categories and sub-categories. See table below for a breakdown. To view them use the 'Select a category' and the 'Select a sub-category' drop down menus at the top of this page.
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Category
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Sub-category
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SM Factfiles
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Driving Forces
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Customer Care
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Service Categorisation
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Services and Goods
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Services Strategy
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Segmentation Variables
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Brand Strategy
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Developing Strategies
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Understanding Customers
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The Gap Model
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Perceived Control
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The Seven P's
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Marketing Mix
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Proposition Designing
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Service Operations
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Operational Challenges
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Service Recovery
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Quality Service
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Contributors:
Leader:
Laurie Young, PriceWaterhouseCoopers
Adviser:
David Ryan
Steering Group:
Raoul Pinnell, Shell International
Sara Sheppard, Microsoft
Adrian Hosford, BT
Nigel Cryer, NatWest/RBS
Nicola Murphy, River Publishing
Janine Chung, PwC
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Help shape best practice
There are two ways you can help shape best practice:-
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Through the online discussion forum in your personal workspace
If you HAVE already registered to use your personal workspace (which is the pale blue area on the right hand side of your screen) and wish to participate in the online discussion forum for this Canon, please click here.
If you HAVE NOT already registered to use your personal workspace (which is the pale blue area on the right hand side of your screen) and wish to participate in the online discussion forum for this Canon, please click here to register.
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By sharing your research, marketing tools and articles, using the 'submit your research' form - which you can link to below.
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For further information or assistance, contact: library@cim.co.uk or call +44 (0) 1628 427333