Contents
1. Introduction 4- 2. Understanding Service 6
- 3. Why Service Management? 9
- 4. A few pragmatic approaches to Service Marketing 11
- 4.1. Traditional 4P Model as applied to Service: 11
- 4.2. The Expanded Marketing Mix of 7Ps 13
- 4.3. The 8th P and an Integrated Approach 16
- 5. The need for specialized research of Service Management 17
- 6. Conclusion 17
- 7. References 18
Description
Services are an integral part of day to day business and contribute to significant part of market share and a nation’s GDP too. Services are so interwoven in the day to day life of a consumer that they go unnoticed. A service could be taking a cab to the office, flying to a distant city or nation, ordering pizza home or just surfing the net. Services account for 73% of gross domestic product or GDP of the USA (Christian Kowalkowski, 2008). On the flip side because of intangible nature of the services there is not much research went on in this field as compared to the research and management methods available for products manufacturing, marketing and management. Although, certain theories and methodologies available for the service marketing management, the field still needs more research and scientific tools and methodologies for the industry to be more efficient and to flourish.
