Services marketing - Marketing Management

We mentioned the growth of service industries, pointing out that in some economies, service sectors now predominate. In the future, more and more developed economies will move towards a preponderance of service industries and products and many future marketing managers will be involved in service marketing. Although many of the basic principles involved in marketing service products are the same as for their physical product counterparts, service products have a number of characteristics which set them aside from physical products and give rise to additional issues with regard to their marketing and in particular to the elements of the marketing mix. We now discuss some of these differences and their implications in more detail, and first consider what is meant by a service product.

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