Hardbound. What are the trends affecting the marketing of services? How is the current tendency towards customer orientation, globalization, deregulation and technological change determining the ways in which leading service firms conduct their marketing activities? Why is cross-sector fertilization particularly useful for services, and what type of strategic response is most likely to shape business success of service firms in the future? These are some of the questions addressed in this collective volume by academics and practitioners working with and within the service sector.Drawing on...

Hardbound. Service activities such as banking, insurance, telecommunications, business auditing, distribution, trading, and other services have been at the forefront of the transformation process in East Central Europe and the former Soviet Union. These reforms, though far from complete, are now sufficiently advanced to draw lessons and to identify strategic options for foreign service firms expanding in the region. In this volume, leading analysts and practitioners offer an appraisal of the service markets and the challenges related to foreign entry into the services sector in Central and...