There’s no shortage of advice about which strategies work or don’t work for services marketing, yet they seem to conflict with each other regularly. So what’s the scoop? Which strategies work?
It’s less a question of which ones work than a question of which ones will work for you given the dynamics of what you sell. Answering that question requires many considerations, but there’s one that many firms overlook: whether the service they offer is demand-driven or demand-driving.
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