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Marketing Services

In: Service Management

Author

Listed:
  • John R. Bryson

    (The University of Birmingham)

  • Jon Sundbo

    (Roskilde University)

  • Lars Fuglsang

    (Roskilde University)

  • Peter Daniels

    (The University of Birmingham)

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.

Suggested Citation

  • John R. Bryson & Jon Sundbo & Lars Fuglsang & Peter Daniels, 2020. "Marketing Services," Springer Books, in: Service Management, edition 1, chapter 9, pages 165-180, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-52060-1_9
    DOI: 10.1007/978-3-030-52060-1_9
    as

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