The service touch
13 September 2012
Compared with manufacturers, services firms face a harder task in marketing themselves. Jacqui Bishop explains their seven principles of attracting customers
Like organisations that sell products, many service organisations have adopted the marketing concept and have developed a culture of marketing orientation. This is, perhaps, because of the increased levels of competition in the service economy.
The characteristics of services pose potential problems for the marketer. They also suggest the use of different...