Marketing Services

John R. Bryson (), Jon Sundbo (), Lars Fuglsang () and Peter Daniels ()
Additional contact information
John R. Bryson: The University of Birmingham
Jon Sundbo: Roskilde University
Lars Fuglsang: Roskilde University
Peter Daniels: The University of Birmingham

Chapter 9 in Service Management, 2020, pp 165-180 from Springer

Abstract: 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.

Keywords: Marketing mix; Customer relationship marketing; e-Marketing; Hedonic consumption; Sensorial marketing; Value-in-use; Big data and marketing (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-52060-1_9

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DOI: 10.1007/978-3-030-52060-1_9

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