Marketing of Services: New Paradigm and Perspectives

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Author(s): Viju Mathew (Salalah College of Applied Sciences, Oman)
Copyright: 2017
Pages: 31
Source title: Strategic Marketing Management and Tactics in the Service Industry
Source Author(s)/Editor(s): Tulika Sood (JECRC University, India)
DOI: 10.4018/978-1-5225-2475-5.ch003

Keywords: Business & Management / Business Science Reference / Electronic Services & Service Science / Marketing and Consumer Behavior

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Abstract

Services marketing have gone through a revolution of changes in the recent past. Managing a service requires knowledge and understanding of its characteristics must have deep insight of standard ‘8 Ps' of the integrated marketing mix. The objectives of the chapter are to provide clear understanding of the basic differences between goods and services; to recognize how marketing of service can be used as a competitive advantage for an organization in any sector producing variety of products; to appreciate the factors that create the customer's service experience and how organization can improve customer experience; comprehend the importance of services marketing in present scenario of global competition. This chapter reflects the challenges and characteristic of marketing of service using integrated service management, and how organization organize and design the service for delivering quality for the customer and formulate strategies to address the constrains in Marketing of Services.

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