Tag Archive | service marketing

Book Review: Services Marketing, Integrating Customer Focus Across the Firm

The heart of the book is to develop strong customer relationships through quality service by integrating customer focus across the firm.  Services marketing is different from goods marketing in significant ways and it requires strategies and tactics that traditional marketing do not  fully reflect.

There are many techniques and methods discussed  in the book by the authors, but we are concentrating this review on Relationship Marketing and Service Blueprint. These form the bedrock of any service marketing, because for services to be well marketed, good relationship with customers is of high importance  which requires strategies that will make it happen alongside with the blueprint of the services that will enable customers to have a clearer picture of  the firm’s offerings. The authors described the two highlights extensively and are reviewed below.

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