Strategy in services marketing: value generation

Jillian Dawes Farquhar; S.V. Hallidey

Strategy in services marketing: value generation

Jillian Dawes Farquhar
, S.V. Hallidey

University of Bedfordshire

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

Abstract

This chapter extends understanding of services marketing strategies by highlighting the role of interaction rather than exchange, the alignment of corporate and marketing strategies in generating value and the development of a value generating chain as a means of informing specific strategy development.

Original language	English
Title of host publication	Serving Customers: Global Services Marketing Perspectives
Publisher	Tilde University Press, Melbourne
ISBN (Print)	9780734610997
Publication status	Published - 1 Sept 2012

Keywords

services marketing

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title = "Strategy in services marketing: value generation",

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M3 - Chapter

SN - 9780734610997

BT - Serving Customers: Global Services Marketing Perspectives

PB - Tilde University Press, Melbourne

ER -

Strategy in services marketing: value generation

Abstract

Keywords

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