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In the
Nobel Mantrich Services Marketing Knowledge Area you will find a
list of useful published knowledge and insights on: Understanding
Customer Expectations and Perceptions in a Service Context;
Specifying Service Processes, Standards and Offerings; Ensuring
Effective Service Delivery; Service Marketing Communications.
You can browse through the material and choose knowledge according
to your area of interest.
The
Objectives of the Nobel Mantrich Services Marketing Center Knowledge
Area
The
world economy, is dominated by services. Yet, most of the knowledge
available in marketing has traditionally focused on the
manufacturing sector of the economy. This Knowledge Area is is
designed for those organisations and individuals who are interested
in the services dimension of the product offer or who may be leaders
and managers themselves in service industries. In view of this, this
Knowledge Area will address the distinct needs and problems of
service organisations in the area of marketing.
The
primary theme of the Services Marketing Center Knowledge Area is
that service organisations (e.g., banks, educational institutions,
hospitals, hotels, professional services, transportation companies)
require a distinctive approach to marketing strategy, both in its
development and execution. The Knowledge Area builds on ideas from
other marketing disciplines to make them applicable in service
industry settings.
Services Marketing also involves the role of service in
manufacturing businesses. The Member of the Services Marketing
Center will therefore also gain an appreciation of the importance of
the service element in the manufactured goods sector and the use of
the "service" element as a primary source of competitive advantage.
This Knowledge Area will also help you gain an understanding
of services marketing issues and provide you with a good foundation
for your services marketing business endeavors.
The
Knowledge Area will also provide you with the essential knowledge
about the subject. The application of this knowledge will help you
develop the necessary understanding and skills to enable you to
apply the marketing of services approach to yourself and your job. |
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