Development of a taxonomy of services to gain strategic marketing insights

Article Abstract:

A theme in the services marketing literature indicates that services marketers should look beyond their own industry boundaries to gain marketing insight. A number of conceptual typologies for grouping services have been developed. However, none of these conceptualizations have been studied empirically. This article presents an empirically based taxonomy, developed through cluster analysis of consumers' perceptions of services. The results of the study offer several insights into strategic marketing for service marketers. (Reprinted by permission of the publisher.)

Marketing, Surveys, Services industry, Service industries, Customer relations

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Dynamic strategic thinking

Article Abstract:

Strategic thinking must take into account the dynamism of markets. Financial analysts, marketing executives, corporate directors and business consultants would boost the efficacy of their strategic planning if they viewed the market as a video rather than as a a photograph.

United States, Management Theory & Techniques, Management, Corporate directors, Markets (Economics), Business consultants, Management consultants, Financial analysts

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The paradox of a marketing planning capability

Article Abstract:

The paradox a marketing firm may face and the value of formal planning is drawn. A strong marketing planning capability cannot only reduce the incidence of postplan improvisation but also contains inherent process rigidity, which increases the performance

Strategy & planning, Planning, Marketing Management, Administration of Marketing, Influence, Business planning, Company business planning, Business plans

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