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Entrepreneurially driven small companies in traditional services such as sanitary, heating, window, roofing and painting businesses, even car service stations, tend to be very reluctant to organise their sales and marketing professionally. Marketing communication and sales activities, as well as after-sales, activities are often poorly managed and create a competitive disadvantage in comparison to larger service providers, which apply modern marketing methods. Service sales and marketing aspects form the framework for the study theoretically. The analysis of 30 episodes and the respective critical events are used as the method.
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