Foreword | p. xi |
Technology Companies, Services and Networks | p. 1 |
Introduction | p. 1 |
The growth of the service sector | p. 1 |
The different types of service | p. 4 |
Services in technology or engineering sectors: A neglected category? | p. 6 |
Engineering and service | p. 6 |
Common characteristics and issues among service businesses in technology sectors | p. 8 |
Is this really a distinct market or category? | p. 19 |
Summary | p. 21 |
Marketing Services | p. 23 |
Introduction | p. 23 |
One more time: What is marketing? | p. 23 |
Different manifestations of marketing | p. 24 |
The evolution of marketing in an organisation | p. 27 |
Marketing services | p. 32 |
Marketing in technology sectors | p. 45 |
Summary | p. 46 |
Gaining Strategic Insight into Service Markets | p. 47 |
Introduction | p. 47 |
Why market understanding is essential | p. 47 |
Important market dynamics to understand | p. 48 |
Means of gaining an objective market perspective | p. 59 |
Opportunity analysis | p. 64 |
Summary | p. 65 |
Internal Perspectives and their Strategic Impact | p. 67 |
Introduction | p. 67 |
Strategic context | p. 67 |
Strategic intent: The need for clarity of purpose | p. 68 |
Methods of determining strategic focus | p. 77 |
Brand equity as a source of strategic advantage | p. 84 |
Customer equity | p. 85 |
Portfolio strategy | p. 85 |
'Go to market' capability | p. 86 |
How does the company develop strategy? | p. 87 |
Summary | p. 88 |
Creating and Positioning a Service Brand | p. 89 |
Introduction | p. 89 |
What brands are and the effect they have | p. 89 |
The basics of brand strategy | p. 91 |
Corporate branding: The brand strategy for service companies | p. 100 |
Practicalities: How to create a brand where none exists | p. 104 |
Practicalities: Repositioning and brand extension strategies as a means of entering service markets | p. 107 |
A note on political will and leadership vision | p. 113 |
Summary | p. 113 |
Innovation and New Service Design | p. 115 |
Introduction | p. 115 |
Service vision | p. 115 |
Common mistakes in service design | p. 117 |
The role of innovation and service development | p. 120 |
Innovation in service businesses | p. 122 |
Value propositions | p. 133 |
Differentiation and how to achieve it | p. 139 |
Categorisation and its implications for new service design | p. 140 |
Practicalities | p. 142 |
Summary | p. 145 |
Selling Services | p. 147 |
Introduction | p. 147 |
How people buy | p. 147 |
The sales strategies of technological service companies | p. 152 |
Creating a 'service' sales force | p. 158 |
Generic sales structures applicable to services | p. 161 |
The practicalities: Managing the sales process | p. 164 |
Summary | p. 170 |
Marketing and Selling Services to Major Customers | p. 171 |
Introduction | p. 171 |
Prioritising customer accounts | p. 171 |
Major customer sales strategies: Account management | p. 173 |
Partnership selling: Major account management in consultancies | p. 178 |
Cultural variations and their effect on account management | p. 180 |
Account planning | p. 181 |
Service quality for major accounts | p. 192 |
Summary | p. 193 |
Communicating with Service Markets | p. 195 |
Introduction | p. 195 |
Effective communications strategy | p. 195 |
Aspects of communications strategy | p. 197 |
Communications techniques particularly important to service companies | p. 203 |
Managing the creative execution | p. 209 |
Media planning | p. 210 |
Practicalities and management basics | p. 216 |
Communications during a crisis | p. 221 |
Summary | p. 222 |
Service Quality | p. 223 |
Introduction | p. 223 |
The importance of service quality | p. 223 |
Service quality and customer care: A recent history | p. 224 |
Terminology and perceived wisdom | p. 226 |
Analysis | p. 235 |
Service strategy | p. 239 |
Planning service quality | p. 240 |
Service recovery | p. 242 |
Satisfaction measurement | p. 246 |
Summary | p. 247 |
Service on the World Stage | p. 249 |
Introduction | p. 249 |
The challenge of working across borders | p. 249 |
International strategic considerations | p. 250 |
International market analysis and perspective | p. 257 |
International brand strategy | p. 258 |
International marketing communication issues | p. 259 |
International sales and account management strategy | p. 260 |
International service design | p. 260 |
Different international strategic choices | p. 261 |
Summary | p. 263 |
Appendix: Marketing Tools and Techniques | p. 265 |
References | p. 307 |
Index | p. 311 |
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