MKT 625 - Services Marketing

This course examines the distinctive characteristics of services as opposed to tangible goods and the opportunities for marketing services worldwide. It focuses on how service firms can gain a competitive advantage by designing and implementing marketing strategies based on service differentiation, quality, and productivity. Particular attention is given to the study of technological and other environmental changes affecting the marketing of both stand-alone as well as customer-support services.
Lecture
Credits: 3
Prerequisite: MBA 560