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Strategy in services marketing: value generation

  • Jillian Dawes Farquhar
    ,
  • S.V. Hallidey
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.

Publication Information

Output type

Research Output: Chapter in Book/Report/Conference proceeding Chapter Peer-review

Original language

English

Publication milestones

  • Published - 01/09/2012

Publication status

Published - 01/09/2012

Publisher

Tilde University Press, Melbourne, Australia

ISBN (Print)

9780734610997

External Publication IDs

  • handle.net: 10547/251140

Host publication title

Serving Customers: Global Services Marketing Perspectives