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Some ways to objectively think about the effectiveness of current marketing efforts include conducting surveys and research to gather feedback, not assuming that current service levels are adequate, and realizing that everything a company does is marketing. It's also important to view customers as a valuable resource in better defining and presenting the services being offered.
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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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