Marketing technology as a service: proven techniques that create value
"Written by two marketers with long experience of these services, this book explores the developing expertise of leaders in this field. With an explorative and sometimes sceptical tone, it weaves sound academic research, developing concepts and fascinating case studies into a profound and chall...
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Chichester
Wiley
2010
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Zusammenfassung: | "Written by two marketers with long experience of these services, this book explores the developing expertise of leaders in this field. With an explorative and sometimes sceptical tone, it weaves sound academic research, developing concepts and fascinating case studies into a profound and challenging picture of a group of companies undergoing remarkable change. It demonstrates that the best are not only putting in place the essential basics of good service marketing; they are also developing organisational expertise and harnessing innovative, creative insight to offer attractive, profitable, and branded services to their customers. "I really enjoyed the book From Products to Servicesby Mr Laurie Young. Encouraged by it, Haier accelerated its changeover from a traditional product-driven to a more customer-centric company. |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | XIII, 322 S. graph. Darst. 26 cm |
| ISBN: | 9780470748404 0470748400 |
Internformat
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Datensatz im Suchindex
| _version_ | 1804143244129337344 |
|---|---|
| adam_text | Titel: Marketing technology as a service
Autor: Young, Laurie
Jahr: 2010
Contents
Foreword xi
1 Technology Companies, Services and Networks 1
Introduction 1
The growth of the service sector 1
The different types of service 4
Services in technology or engineering sectors: A neglected category? 6
Engineering and service 6
Common characteristics and issues among service businesses in technology
sectors 8
Is this really a distinct market or category? 19
Summary 21
2 Marketing Services 23
Introduction 23
One more time: What is marketing? 23
Different manifestations of marketing 24
The evolution of marketing in an organisation 27
Marketing services 32
Marketing in technology sectors 45
Summary 46
3 Gaining Strategic Insight into Service Markets 47
Introduction 47
Why market understanding is essential 47
Important market dynamics to understand 48
Means of gaining an objective market perspective 59
Opportunity analysis 64
Summary 65
4 Internal Perspectives and their Strategic Impact 67
Introduction 67
Strategic context 67
Contents
Strategic intent: The need for clarity of purpose 68
Methods of determining strategic focus 77
Brand equity as a source of strategic advantage 84
Customer equity 85
Portfolio strategy 85
Go to market capability 86
How does the company develop strategy? 87
Summary 88
Creating and Positioning a Service Brand 89
Introduction 89
What brands are and the effect they have 89
The basics of brand strategy 91
Corporate branding: The brand strategy for service companies 100
Practicalities: How to create a brand where none exists 104
Practicalities: Repositioning and brand extension strategies as a means of
entering service markets 107
A note on political will and leadership vision 113
Summary 113
Innovation and New Service Design 115
Introduction 115
Service vision 115
Common mistakes in service design 117
The role of innovation and service development 120
Innovation in service businesses 122
Value propositions 133
Differentiation and how to achieve it 139
Categorisation and its implications for new service design 140
Practicalities 142
Summary 145
Selling Services 147
Introduction 147
How people buy 147
The sales strategies of technological service companies 152
Creating a service sales force 158
Generic sales structures applicable to services 161
The practicalities: Managing the sales process 164
Summary 170
Marketing and Selling Services to Major Customers 171
Introduction 171
Prioritising customer accounts 171
Major customer sales strategies: Account management 173
Partnership selling: Major account management in consultancies 178
Cultural variations and their effect on account management 180
Contents
Account planning 181
Service quality for major accounts 192
Summary 193
9 Communicating with Service Markets 195
Introduction 195
Effective communications strategy 195
Aspects of communications strategy 197
Communications techniques particularly important to service companies 203
Managing the creative execution 209
Media planning 210
Practicalities and management basics 216
Communications during a crisis 221
Summary 222
10 Service Quality 223
Introduction 223
The importance of service quality 223
Service quality and customer care: A recent history 224
Terminology and perceived wisdom 226
Analysis 235
Service strategy 239
Planning service quality 240
Service recovery 242
Satisfaction measurement 246
Summary 247
11 Service on the World Stage 249
Introduction 249
The challenge of working across borders 249
International strategic considerations 250
International market analysis and perspective 257
International brand strategy 258
International marketing communication issues 259
International sales and account management strategy 260
International service design 260
Different international strategic choices 261
Summary 263
Appendix Marketing Tools and Techniques 265
References 307
Index 311
|
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| indexdate | 2024-07-09T22:44:34Z |
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| isbn | 9780470748404 0470748400 |
| language | English |
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| spelling | Young, Laurie 1955- Verfasser (DE-588)17247003X aut Marketing technology as a service proven techniques that create value Laurie Young and Bev Burgess 1. publ. Chichester Wiley 2010 XIII, 322 S. graph. Darst. 26 cm txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index "Written by two marketers with long experience of these services, this book explores the developing expertise of leaders in this field. With an explorative and sometimes sceptical tone, it weaves sound academic research, developing concepts and fascinating case studies into a profound and challenging picture of a group of companies undergoing remarkable change. It demonstrates that the best are not only putting in place the essential basics of good service marketing; they are also developing organisational expertise and harnessing innovative, creative insight to offer attractive, profitable, and branded services to their customers. "I really enjoyed the book From Products to Servicesby Mr Laurie Young. Encouraged by it, Haier accelerated its changeover from a traditional product-driven to a more customer-centric company. High technology industries / Marketing Marketing (DE-588)4037589-4 gnd rswk-swf Neue Technologie (DE-588)4194462-8 gnd rswk-swf Dienstleistung (DE-588)4012178-1 gnd rswk-swf Neue Technologie (DE-588)4194462-8 s Dienstleistung (DE-588)4012178-1 s Marketing (DE-588)4037589-4 s b DE-604 Burgess, Bev Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020550410&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Young, Laurie 1955- Burgess, Bev Marketing technology as a service proven techniques that create value High technology industries / Marketing Marketing (DE-588)4037589-4 gnd Neue Technologie (DE-588)4194462-8 gnd Dienstleistung (DE-588)4012178-1 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4194462-8 (DE-588)4012178-1 |
| title | Marketing technology as a service proven techniques that create value |
| title_auth | Marketing technology as a service proven techniques that create value |
| title_exact_search | Marketing technology as a service proven techniques that create value |
| title_full | Marketing technology as a service proven techniques that create value Laurie Young and Bev Burgess |
| title_fullStr | Marketing technology as a service proven techniques that create value Laurie Young and Bev Burgess |
| title_full_unstemmed | Marketing technology as a service proven techniques that create value Laurie Young and Bev Burgess |
| title_short | Marketing technology as a service |
| title_sort | marketing technology as a service proven techniques that create value |
| title_sub | proven techniques that create value |
| topic | High technology industries / Marketing Marketing (DE-588)4037589-4 gnd Neue Technologie (DE-588)4194462-8 gnd Dienstleistung (DE-588)4012178-1 gnd |
| topic_facet | High technology industries / Marketing Marketing Neue Technologie Dienstleistung |
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