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| Author: | Singh, M. P. |
| Title: | Service as a marketing strategy: a case study at Reliance Electric ! Reliance Electric |
| Journal: | Industrial Marketing Management
1990 : AUG, 19:3, p. 193-200 |
| Index terms: | SERVICE MARKETING MANAGEMENT STRATEGY TOP MANAGEMENT INDUSTRIAL MARKETING |
| Language: | eng |
| Abstract: | The traditional approach to developing a marketing strategy may not be very effective for gaining the edge over competition. The element of service has become strategically important for marketers. Service is defined as anything that increases the value of the product to its users. Better service will lead to higher sales. Sound implementation of the service strategy requires commitment from top management and an internal marketing program to focus all of the organization on the same goal. The program must focus on defined action plans. The role of structure and technology in the implementation is discussed. A case study of an industrial company illustrates the concepts developed. |
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