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Some common misconceptions about marketing in service companies include the belief that marketing is only about advertising and sales, and that it's a separate department within the company. In reality, marketing encompasses all activities that help to define, present, and improve the services being offered. It's not just a department, but a mindset that should permeate the entire company. Another misconception is that current service levels are always inadequate. While there's always room for improvement, it's important to objectively evaluate the effectiveness of current efforts rather than assuming they're not good enough.
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The early chapters of the book, such as "Surveying and Research: Even Your Best Friends Won't Tell You" and "Marketing is Not a Department" focus on learning how to objectively think about the effectiveness of current marketing efforts. From assuming that current service levels are inadequate to realizing that everything a company does is marketing, the emphasis here is to help companies realize what a valuable resource their customers are in better defining, and presenting, the services being offered.
Asked on the following book summary:
Service companies often struggle with marketing efforts because their “product” is not a physical thing. Services are abstract and their effectiveness...
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