Lu M. Cordova, CEO, TixToGo.com
" Finally, someone understands the strategic role of marketing in a service organization. This book offers words to work by."
Book Description
Market Leadership Strategies for Service Companies reveals the key strategies for creating and sustaining a market leadership position for any service business. Service industry experts Craig A. Terrill and Arthur G. Middlebrooks affirm that in order to become a dominant market leader, a service company must find ways to:
- Define their service business and the benefits customers receive
- Reveal the intangible aspects of the service experience
- Move in a different direction from competitors by addressing new, intense, and unmet customer needs
- Put people back into the equation, not just automate and reengineer to increase operational efficiency
- Find ways to move away from the parity battles (i.e., fights over the perceived equality of the same type of service from different companies) in their particular industry
