Marketing for services

This is an introductory article to three features on 'marketing for services'. It differentiates between product and services marketing and suggests there is now a realisation that services are special and cannot be bolted on fmcg branding.

Marketing for services

At your service

 

Long ago, when everything was much easier, the vast majority of marketing activity as we recognise it, and the lion's share of advertising and most other communications, went behind products especially...