Marketing solutions services

Lynette Ryals
Cranfield School of Management

Professor Lynette Ryals, of Cranfield School of Management, looks at how solutions or services offered to customers can be effective at building loyalty.

Product-focused marketing is not yet dead, but it is certainly looking less lively these days. Increasingly, marketers and brand managers find themselves in firms that were previously product-driven but are now developing solutions or services for customers.

Apple: services such as Genius Bar offer in-store solutions to customers

This move towards solutions is happening in the business-to-business as well as the business-to-consumer space. It means that the marketing department is under pressure to develop new ideas and packages, rather than traditional product launches or campaigns focusing on product features.