A New Approach to Marketing

Paper Summary:

This paper examines the relatively new trend of marketing and advertising in the service industry as well as the existing challenges to gain sales and consumer interest. The writer of this paper also stresses the importance of internal marketing which involves 'selling' the staff and personnel on the advantages of marketing. Marketing can no longer be an after thought or an extra service, but must be a vital and integral part of the total push to build any service oriented business. This paper explores several strategies and methods for implementing and maintaining a profitable and successful marketing plan.

From the Paper:

"What becomes obvious, therefore, is that the marketing professionals dealing with the service industry may have a greater challenge ahead of them to gain sales and consumer interest than manufacturing organizations. The authors therefore recommend that the marketing department not be isolated from other sales functions of the service industries. The reason again is quite logical: it creates the impetus for change and for building business. The authors' example is that of a restaurant manager thinking that he could improve business by installing a salad bar. The various groups need to work out the planning, from creating space, to developing new product and purveyors to the hiring of additional staff to maintain the ingredients."

More papers on A New Approach to Marketing:

• Analytical Essay # 146590 : "New Approaches to Marketing"
• Research Paper # 131409 : "Public Relations-Marketing: A New Approach to Selling"
• Term Paper # 109369 : "Global Financial Governance-A New Approach"

APA Citation:

MLA Citation: