Services marketing

The marketing of services encompasses not only ‘pure’ service industries but also companies that produce physical goods. For the latter the element of service in their offering is increasingly their most significant competitive differentiation.

However, the most effective tools for services marketing are not necessarily the same as those for traditional product marketing. This report provides a comprehensive guide to every aspect of services marketing.

To view articles on the marketing of services members can log in and click on the services marketing link in the Member content area.*

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