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Business and Management
Marketing and Sales
Marketing Fundamentals
Marketing Strategy
1. Foundations of Marketing Strategy
2. Strategic Marketing Analysis
3. Marketing Objectives and Goal Setting
4. Market Segmentation Strategy
5. Target Market Selection
6. Positioning and Differentiation
7. Marketing Mix Strategy Development
8. Growth and Competitive Strategies
9. Digital Marketing Strategy
10. Global Marketing Strategy
11. Relationship Marketing and CRM
12. Service Marketing Strategy
13. Marketing Strategy Implementation
14. Marketing Performance Measurement and Control
15. Ethical and Legal Considerations
12.
Service Marketing Strategy
12.1.
Service Characteristics
12.1.1.
Intangibility
12.1.2.
Inseparability
12.1.3.
Variability
12.1.4.
Perishability
12.2.
Extended Marketing Mix for Services
12.2.1.
People
12.2.1.1.
Service Personnel
12.2.1.2.
Customer Participation
12.2.2.
Process
12.2.2.1.
Service Delivery Process
12.2.2.2.
Customer Experience Design
12.2.3.
Physical Evidence
12.2.3.1.
Service Environment
12.2.3.2.
Tangible Cues
12.3.
Service Quality Management
12.3.1.
Service Quality Dimensions
12.3.2.
Service Quality Models
12.3.3.
Service Quality Measurement
12.3.4.
Service Recovery
12.4.
Service Strategy Development
12.4.1.
Service Positioning
12.4.2.
Service Design
12.4.3.
Service Innovation
12.4.4.
Service Branding
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11. Relationship Marketing and CRM
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13. Marketing Strategy Implementation