5 concepts
The Service Economy
The world economy is evolving into a service-driven economy as reliance on value-based service increases.
Services as Solutions
Firms need to understand their service and their customers to ensure that their services will be viewed as solutions to consumer needs.
Services as Products
Services represent an integral part of many products and the correlation of goods and services is represented on a goods-services continuum.
Service Marketing Management and Metrics
Service marketing management oversees the implementation of marketing programs, while metrics measure their effectiveness and performance.
New Service Development
The new service development process involves recognizing chances and opportunities in a fast changing technological environment.