Topic
Marketing management
About: Marketing management is a research topic. Over the lifetime, 20443 publications have been published within this topic receiving 658516 citations.
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TL;DR: In this article, the authors discuss the nature and sometimes negative consequences of the dominating marketing paradigm of today, marketing mix management, and furthermore discuss how modern research into industrial marketing and services marketing as well as customer relationship economics shows that another approach to marketing is required.
2,669 citations
TL;DR: In this paper, the authors compare problems and strategies cited in the services marketing literature with those reported by actual service suppliers in a study conducted by the authors, and discuss the problems of service marketing.
Abstract: This article compares problems and strategies cited in the services marketing literature with those reported by actual service suppliers in a study conducted by the authors. Discussion centers on s...
2,500 citations
TL;DR: In this paper, the authors discuss the importance of network management in international operations and in industrial and services marketing, especially in the context of non-profit agencies, and propose an alternative between the open market and the internalization of activity.
Abstract: Summary Interorganizational networks generally have been discussed in the context of nonprofit agencies. Providing an alternative between the open market and the internalization of activity the network potentially may be even more important in business. This is especially true in international operations and in industrial and services marketing. Involving technology transfer, information exchange, accounting and finance as well as marketing, network management calls for a holistic approach. To serve as an engine of growth the network also requires strategic planning both at the overall level and in memberfirms.
2,286 citations
2,271 citations
Book•
30 Sep 1991
TL;DR: In this article, Leonard Berry and A. Parasuraman developed a model for understanding the relationship between quality and marketing in services and offer dozens of practical insights into ways to improve services marketing.
Abstract: Excellent service is the foundation for services marketing, contend Leonard Berry and A. Parasuraman in this companion volume to "Delivering Quality Service." Building on eight years of research, the authors develop a model for understanding the relationship between quality and marketing in services and offer dozens of practical insights into ways to improve services marketing. They argue that superior service cannot be manufactured in a factory, packaged, and delivered intact to customers. Though an innovative service concept may give a company an initial edge, superior quality is vital to sustaining success. Berry and Parasuraman show that inspired leadership, a customer-minded corporate culture, an excellent service-system design, and effective use of technology and information are crucial to superior service quality and services marketing. When a company's service is excellent, customers are more likely to perceive value in transactions, spread favorable word-of-mouth impressions, and respond positively to employee-cross-selling efforts. The authors point out that a service company that does relatively little pre-sales marketing but is truly dedicated to delivering excellent quality service will have greater marketing effectiveness, higher customer retention, and more sales to existing customers than a company that emphasizes pre-sale marketing but falls short during actual service delivery. The focus of any company, they insist, must be customer satisfaction through integration of service quality throughout the entire system. Filled with examples, stories, and insights from senior executives, Berry and Parasuraman's new framework for effective marketing servicescontains the key to high-performance services marketing.
2,252 citations