From products to services : insight and experience from companies which have embraced the service economy / Laurie Young.

Format:

Book

Author/Creator:

Young, Laurie, 1955-

Language:

English

Subjects (All):

Service industries.

Customer services.

New products.

Physical Description:

x, 353 pages : illustrations ; 24 cm

Place of Publication:

Chichester, England ; Hoboken, NJ : John Wiley & Sons, [2008]

Summary:

Fewer companies than ever are pure 'product' companies. As buyers demand more from suppliers in both consumer and B2B industries, companies in all sectors are struggling to surround their products with services and value-adds that will both attract and retain their customers. This book takes readers through all the logical steps of changing a business from a product creator to a service provider.

Written by a successful businessman who has been at the heart of these changes in several companies and, with case studies from companies like IBM, Unilever, BT, Michelin, Ericsson and Nokia, this book explores the experience of those who have made the transition; and some who have resisted it. It covers in depth subjects such as: strategic focus, change management, service operations, branding a service business, service sales and service marketing. It is the first major work on this subject.

Contents:

Why products companies consider service business

Clarifying the strategic intent of the service business

The degree of change needed to set up a service business

First base : gaining a clear perspective of service markets

Creating the services to be sold in the new market

Altering the operations of a product company to provide services

Selling services

Marketing services instead of products

Positioning a product brand in a service market

In conclusion.

Notes:

Includes bibliographical references (pages [345]-346) and index.

ISBN:

9780470026687

0470026685

OCLC:

191024151

Online:

Contributor biographical information

Publisher description