Abstract: This chapter looks into global services marketing. It highlights the importance of services in the global economy. The chapter lists the drivers for growth in cross-border services such as deregulation and liberalization of trade in services. It defines cross-border services and places them in the context of the degree of intangibility, consumer-producer interaction, and multi-variant classification systems. Moreover, the chapter argues that intangibility, heterogeneity, inseparability, and perishability are the challenges of marketing services internationally. The chapter discusses strategic considerations for marketing services globally, such as knowledge. This is the fundamental source for competitive advantage and managing the process of service delivery. The chapter also looks at the role of technology in aiding service.
Publication Year: 2012
Publication Date: 2012-03-29
Language: en
Type: book-chapter
Indexed In: ['crossref']
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