search query: @author Singh, M. P. / total: 2
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| Author: | Singh, M. P. |
| Title: | Service as a marketing strategy. A case study at Reliance Electric |
| Journal: | Industrial Marketing Management
1990 : AUG, VOL. 46E - 19:3, p. 193-200 |
| Index terms: | |
| Freeterms: | KUNDENDIENST, MARKETINGSTRATEGIE |
| Language: | eng |
| Abstract: | The value of a service strategy lies in its implementation. This implementation requires defining service and defining a way to control it. This requires a commitment from top management and an internal marketing program. The objective of the internal marketing program is to focus all of the organization on the same goal. The case study of an industrial company is used to illustrate the concepts developed in this paper. |
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