Services Marketing Trends: State of the Profession Address

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Services Marketing Trends: State of the Profession Address

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Research Abstract

In 1999, IT services marketers concentrated on such challenges as internal communications, new services development, sales force training, and branding. Services marketing became a vibrant and growing profession, took ownership of new services development, and became more accountable. The Internet changed the game and marketing’s focus began to shift from products and services to solutions marketing.
In this online briefing, Julie Schwartz, ITSMA vice president of research, reviewes the most prominent trends and issues impacting services marketing and sales at the beginning of 2000. Drawing on four years of extensive benchmarking data on services marketing and sales practices, Julie highlights the practices which differentiate high performance services marketing and the most immediate things IT services providers can do to improve results in 2000.