STRATEGIC SERVICES MARKETING

Author (s) : SaravananLalJayan

---

Abstract :
As competition intensifies in the service sector, it’s becoming progressively more important for service organizations to differentiate their products in ways that are meaningful to customers. For this the firms should be selective in targeting customers and seek to be distinctive in the way they present themselves. Service companies can select any of the following focus strategies to develop and maintain their service leadership Since the liberalization of the economy there has been a tremendous growth in the variety of services and also in their form and content in which they are offered to Indian consumers.. The growing sophistication in the offering systems and varying consumer needs has urged the service providers and intermediaries to redefine their products and strategies

Keywords : Service marketing.

Conference Date : 30/08/2019

Pages : 70

Paper ID : 19068