This book takes the reader through the logical steps of changing a business from a product creator to a service provider. It is written from a marketing perspective and by a services marketing expert, largely because the change in business focus is usually market and consumer driven. It covers all the strategic issues concerned with this sort of shift, and includes practical and useful tools to assist the implementation of such a radical change. The scope of the book ranges from why the move to services should be made, through the strategic business and change plan, the definition of the new market, creation of a new brand, channel strategy and market access, selling the service, and on to marketing the service.
Book Details:
- Author: Laurie Young
- ISBN: 9780470026687
- Year Published: 2008
- Pages: 364
- BISAC: BUS058000, BUSINESS & ECONOMICS/Sales & Selling / General
About the Book and Topic:
This book takes the reader through the logical steps of changing a business from a product creator to a service provider. It is written from a marketing perspective and by a services marketing expert, largely because the change in business focus is usually market and consumer driven. It covers all the strategic issues concerned with this sort of shift, and includes practical and useful tools to assist the implementation of such a radical change. The scope of the book ranges from why the move to services should be made, through the strategic business and change plan, the definition of the new market, creation of a new brand, channel strategy and market access, selling the service, and on to marketing the service.
Fewer companies than ever are pure product companies. As buyers demand far more from their suppliers, in both the consumer and business sectors, companies from a wide variety of areas are struggling to surround their offerings with the sort of services and value-adds that will both attract and retain their customers. There is therefore an urgent need for up-to-date information on services marketing that is relevant to product companies making the transition, rather than for experienced services marketing executives or the founders and managers of professional services start-ups.
HOT TOPIC: Addresses the extremely hot topic of how to fundamentally change your business and marketing strategy from being a product creator to a service provider (or a combination of both). Some of the worlds leading companies including IBM, Nokia and Ericsson – are struggling with this radical and dramatic change. PRACTICAL: The book will be illustrated with numerous compelling case studies of leading global companies including HSBC, Deloitte, PA Consulting, British Telecom and IBM. Relevant takeaway analytical, marketing and operational tools will also be integrated within the text. INTERNATIONAL PERSPECTIVE: While the book is aimed at companies in developed markets, a chapter is dedicated to issues of service evolution in international markets – including managing cultural variations in service attitude, global buying, adapting service propositions, and repositioning a brand in international markets.
About the Author
Laurie Young is a specialist in the marketing and selling of services, and the author of Marketing the Professional Services Firm (2005), from Wiley. He has been a board member of the Chartered Institute of Marketing (CIM), and his corporate career has included senior positions with PricewaterhouseCoopers, British Telecom and Unisys. Before joining PwC, where he oversaw a total marketing team of over 300 people, he founded, built and sold a professional services company specializing in services marketing. During that period he advised a number of international blue-chip organizations on the contribution of services marketing to shareholder value. He remains an active consultant, speaker and commentator on professional services marketing. Laura Mazur will ghostwrite the book to ensure clarity and cohesion. Laura was also the ghostwriter on Marketing the Professional Services Firm, and has worked closely with Laurie throughout the writing process. Laura has been a business journalist and writer since 1978 and was editor of Marketing magazine from 1986 to 1989.