Cultivating service brand equity

Article Abstract:

Issues discussed concern the marketing of service industries, focusing on the creation of a brand consumers can associate with service experiences. Four branding strategies are detailed, and include disassociation from competition, the representation of value, making emotional links, and brand internalization.

United States, Models, Brand choice, Marketing models

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Framework for conducting a services marketing audit

Article Abstract:

The marketing audit literature does not adequately reflect the development of the services marketing field in recent years. This article makes a case for a services marketing audit, presents a framework for conducting such an audit, and discusses the lessons learned from a field test of the framework. (Reprinted by permission of the publisher.)

Services, not elsewhere classified, Analysis, Accounting and auditing, Marketing literature

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Relationship marketing of services - growing interest, emerging perspectives

Article Abstract:

Relationship marketing is an old idea but a new focus now at the forefront of services marketing practice and academic research. The impetus for its development has come from the maturing of services marketing with the emphasis on quality, increased recognition of potential benefits for the firm and the customer, and technological advances. Accelerating interest and active research are extending the concept to incorporate newer, more sophisticated viewpoints. Emerging perspectives explored here include targeting profitable customers, using the strongest possible strategies for customer bonding, marketing to employees and other stakeholders, and building trust as a marketing tool. Although relationship marketing is developing, more research is needed before it reaches maturity. A baker's dozen of researchable questions suggests some future directions. (Reprinted by permission of the publisher.)

Service Industries, Marketing management

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