Positioning Services in Competitive Markets
Positioning Services in Competitive Markets by Jochen Wirtz, published by World Scientific Publishing Company Pte Limited in 2017, is a concise exploration of the factors influencing consumer and institutional buyer loyalty in the service sector. This 50-page edition, written in English, addresses the challenges managers face in developing effective strategies without a clear understanding of customer preferences and highlights the importance of meaningful differentiation in an increasingly competitive landscape.
Readers will find that this book presents scientifically grounded insights into services marketing and management, making it accessible for both academic and industry practitioners. It emphasizes best practices and the latest trends in the field, focusing on strategic planning and sales within various industries. As part of the Winning in Service Markets Series, this volume aims to bridge the gap between academic research and practical application, providing valuable knowledge for those involved in service commerce.
Official synopsis Publisher
What makes consumers or institutional buyers select, and remain loyal to, one service provider over another? Without knowing which product features are of specific interest to customers, it is hard for managers to develop an appropriate strategy. As competition intensifies in the service sector, it is becoming more important for service organizations to differentiate their products in ways meaningful to customers. Positioning Services in Competitive Markets is the second volume in the Winning in Service Markets Series by services marketing expert Jochen Wirtz. Scientifically grounded, accessible and practical, the Winning in Service Markets Series bridges the gap between cutting-edge academic research and industry practitioners, and features best practices and latest trends on services marketing and management from around the world.The e-version of this book is not available for purchase at our website but can be purchased through Amazon and Kobo.
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