Services Marketing Mix Elements:"An Evaluation of the Logica Carnegie Group Inc.'s Target Markets and Strategy as a Professional IT Service Provider" written in 4 hours :-P
Date Submitted: 02/19/2002 13:54:51
Category: / Business & Economy / Marketing and Advertising
Length: 10 pages (2868 words)
Category: / Business & Economy / Marketing and Advertising
Length: 10 pages (2868 words)
A company providing services is different from one that supplies a product. A service is intangible, something which cannot be touched. In this essay, the marketing objectives and target markets will be outlined, as well as the marketing mix that is used for such markets. There are naturally different kinds of services, but this essay will focus on professional IT services. The example that is mainly used will be CGI, i.e. the Logica Carnegie …
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…as trustworthy. The relationship is all clearly portrayed in CGI's marketing mix.
Bibliography
Books
1. Bateson, E.G. (1995) Managing Services Marketing, third edition, The Dryden Press.
2. Davidow, W.H. and Uttal, B. (1990) Total Customer Service: The Ultimate Weapon, HarperPerennial.
3. Jobber, D. (1998) Principals and Practices of Marketing, Second Edition, McGraw-Hill Publishing Company.
Web-Sites
1. http://www.cgi.com
2. http://www.certis.com
Additional Material
1. Certis Company Profile,
2. Survey: Evaluation of Service Providers, commissioned by Certis U.K. Ltd.
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