Service marketing
Developing a corporate strategy
The authors provide a complete guide for SMEs, highlighting trends, innovations and success factors in service marketing and presenting strategies and tried-and-tested tips for developing and optimizing business models. In doing so, they create a novelty, as other marketing guides start at a later stage in terms of content, when a company already has a strategy and only needs to market its service.Veronika Bellone and Thomas Matla, on the other hand, show how to develop a functioning corporate strategy for the service industry in the first place. Managers and executives of small and medium-sized companies in the service industry will learn everything they need to know about successful marketing in their sector.
The authors
Veronika Bellone is Professor of Marketing and Entrepreneurship at the University of Applied Sciences and Arts Northwestern Switzerland, teaches franchising in the CAS Services Marketing program at Lucerne University of Applied Sciences and Arts and has been active in franchise, marketing and trend consulting with her management consultancy for over 25 years. Thomas Matla is a brand and marketing consultant for needs-oriented brand development and holistic marketing, has founded the Greenfranchise Lab, a laboratory for sustainability and innovation, and works as a partner of Bellone Franchise Consulting GmbH in Zug, Switzerland, for SMEs in German-speaking countries.
