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Everything a company does can be considered marketing because every action communicates something about the company to its customers. For example, the quality of a product or service, the way employees interact with customers, the design of a company's website, and even the cleanliness of a company's physical locations can all be seen as forms of marketing. These actions all send a message about what the company values and what customers can expect from them.
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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.
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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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