Management competences for services marketing

Article Abstract:

Success in services marketing management decision making and marketing activity depends on the managers' competences in their specific responsibilities and tasks. However, the identification of specific competences for services marketing decision making poses some difficulties. Competence developement for managing in a services marketing context must thus be built on the competences of knowledge and experience among employees and managers to be able to establish a definite expertise. This will rely on the type of marketing tasks that a services manager has.

Business services, not elsewhere classified, All Other Business Support Services, Business Services NEC, Marketing Management NEC, Decision-making, Decision making, Management, Practice, Marketing management, Services industry, Service industries, Business services, Marketing executives

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Balancing transaction and relationship marketing in retail banking

Article Abstract:

An in-depth study of a service organization's transaction and relationship marketing activities is provided. Findings indicate that resource investment in some aspects of transaction and relationship marketing activities, in practice, was unbalanced compared to the resource investment in a wide range of support activities.

Commercial Banks, Commercial Banking, Retail Banking Services, Financial management, Analysis, Case studies, Retail banking, Finance, Customer service, Company financing, Bank marketing, Support services, Relationship banking

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Assessing marketing performance: Reasons for metrics selection

Article Abstract:

The metrics by practitioner usage and individual metrics, in terms of their importance is studied. The role of brand equity in performance assessment and top management orientation and their relationship with metrics are examined.

Marketing

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