Service Excellence: Marketing’s Impact on Performance

$35.00

Service Excellence: Marketing’s Impact on Performance is a compilation of papers from the 8th Annual Services Marketing Conference held in 1989. These papers provide insights on five steps to service excellence. The five steps envisaged in this volume are: Service Blueprinting – this section answers the why, how, what, and hows of blueprinting; Managing Information – the papers under this section talk about the analyses employed in interpreting and maximizing the use of research data available, with the aid of technology; Communication – includes case study and techniques for formulating effective promotion and communication strategy; Sales Management – the papers discuss the art of optimizing effectiveness of sales force in a services industry, where the quantification is often intangible; Masterclasses – contains transcripts of a special set of lectures by eminent services marketing professionals on specific industry related subjects such as marketing information system for health maintenance organization, customer satisfaction through sales management, and unique service offering.

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Book Information

Pages: 194
Published: 1989
New Copyright: 2012
ISBN: 9781613113400
Categories:, , , , ,
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American Marketing Association American Marketing Association

The American Marketing Association (AMA) is the essential community for marketers.

In 1953, Neil Borden transformed the business world when he articulated the strategy of “Marketing Mix” in his AMA presidential address. Borden was just one of many AMA leaders who were not satisfied with existing best practices. These thought leaders sought answers for the future that would propel business growth and elevate the role of marketing.

Today, the AMA leads an unparalleled discussion on marketing excellence. Continuing in the tradition of Borden and so many others, the AMA offers differentiated content that focuses on the tension between Best Versus Next Practices™.

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