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2020 | OriginalPaper | Chapter

9. Marketing Services

Authors : John R. Bryson, Jon Sundbo, Lars Fuglsang, Peter Daniels

Published in: Service Management

Publisher: Springer International Publishing

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Abstract

Marketing is fundamental for selling services. All businesses must develop strategies for reading markets. This chapter explores marketing theories and models and how they have been applied to services. This chapter’s focus is on the more macro level including how service firms develop market share through the application of marketing models and theories. Services are consumed at the moment of production. This provides service firms with opportunities to sell services and to develop and project reputations in person-to-person encounters and this has led to the development of customer relationship marketing (CRM). Service companies apply special approaches in their attempts to create loyal customers and to increase income and profit. This includes mass customization and subscriptions. CRM is currently challenged by the application of the Internet, smartphones and other IT networks to support innovations in e-commerce and e-services.

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Title: Marketing Services
Authors: John R. Bryson
Jon Sundbo
Lars Fuglsang
Peter Daniels
Publisher: Springer International Publishing
Book: Service Management
Print ISBN: 978-3-030-52059-5

Electronic ISBN: 978-3-030-52060-1

Copyright Year: 2020
DOI: https://doi.org/10.1007/978-3-030-52060-1_9