||This course focuses on the strategic considerations in the marketing of services. The primary emphasis is on those strategies designed for service-dominated products, particularly those related to professional services. Students address the needs and wants of both internal and external customers within the framework of long-term relationship management.
The distinct nature of services requires a new managerial perspective, and this perspective is recognized and reinforced with the study of each topic throughout the course. Special attention is devoted to an examination of the sometimes competing demands of the marketplace vs corporate efficiencies and to the study of the interdisciplinary imperative in the development of services marketing strategy.