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Book Categories |
| Preface | ||
| List of Tables | ||
| Acknowledgements | ||
| The Contributors | ||
| 1 | Strategies for Global Service Markets | 3 |
| 2 | The Service Economy: Challenges and Opportunities for Business Firms | 23 |
| 3 | Service Network Structures for Consumer-Oriented Strategies | 41 |
| 4 | Deregulation, Harmonization, and Liberalization: Implications for the International Marketing of Services | 65 |
| 5 | Marketing Strategies for Information Services | 95 |
| 6 | The Marketing of Portfolio Management Services: A Private Banker's View | 105 |
| 7 | Combining Banking and Insurance Services: Some Implications for Marketing Strategies | 125 |
| 8 | Deregulation of Insurance and Market Organization: A Case Study of Zurich Insurance Group | 137 |
| 9 | Marketing Strategies in Air Transportation: The Case of Swissair | 155 |
| 10 | The Global Marketing of Legal Services | 163 |
| 11 | Lobbying for Market Access for Professional Services: Accountancy, Architecture, Engineering, and Legal Services | 173 |
| 12 | Guidelines for Strategy Formulation in Service Firms | 193 |
| 13 | The Prospects for the Global Marketing of Services | 209 |
| Glossary | 217 | |
| Bibliography | 229 | |
| Index | 245 |
| Price | Condition | Delivery | Seller | Action |
| $99.99 | Digital |
| WonderClub |
Matt Lowman
reviewed MARKETING STRATEGIES FOR SERVICES on January 20, 2014
MARKETING STRATEGIES FOR SERVICES
This book captures one of the megatrends that few people are talking about…the "Bifurcation of Markets". In other words families everywhere are trading down & bargain hunting in categories such as food and clothing, only to trade up in categories such as TVs, travel, and eating out. In the past decade global sourcing has commoditized products in virtually every category, meanwhile the markets for premium or luxury items have soared. What's peculiar about this is that the same groups of people are pushing both ends of the spectrums. Case & point: a Lexus parked outside a Costco. Companies must relentlessly drive down cost & drive quality for greater value/$ at the lower end of the market, or differentiate their product offerings into greater heights at the top of the market.
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