Internal marketing in itself is not new, but is only recently becoming widespread in public and private sector organisations. Whilst the principles of internal and external marketing are the same, there are some differences – in targeting, politics, incentives, skills, motivation and...

Purpose – By using three key factors – namely, funding, stakeholders, and legitimacy – this study seeks to analyse the successful entrepreneurial experiences of a non‐profit small to medium‐sized enterprise: the Taiwan EBook Supply Cooperative Limited (TEBSCo)....

In this article the marketing strategy continuum concept is presented and a number of marketing and management consequences are discussed. It demonstrates the need for a marketing concept which allows a variety of approaches to marketing. The nature of a relationship approach to marketing...

Assesses the current status and future prospects of quality and productivity improvement efforts in business, especially in America. Presents a picture of the state of the art of quality as a way of life in the service sector. Lots of service operations lag behind manufacturers in making quality...

Demonstrates how a service can be developed and differentiated into a unique service offering: the augumented service offering. This model is geared to the characteristics of services as intangible products and to the process nature of services. Takes into account not only the outcome dimension...

Discusses the nature and sometimes negative consequences of the dominating marketing paradigm of today, marketing mix management, and furthermore discusses how modern research into, for example, industrial marketing and services marketing as well as customer relationship economics shows that...

The first of a two‐article series addressing important factors in the pricing of services. Success at garnering a high price and margin on a service hinges on important variables. Mistakes in the delivery and pricing of services can have far‐reaching “residual damage” effects quite...

Purpose – The purpose of this paper is to shed light on perceived value for the participating actors during the new service development (NSD) process. The authors are particularly interested in how participant value emerges in a multi-actor NSD process and how it can be conceptualized....

Purpose – The service management literature emphasizes the importance of communication, but language difficulties can make communicating in business settings more difficult. The purpose of this paper is to address consumer willingness to communicate in a second language to identity the...