サービスマーケティング試論 : 「包括的ネオマーケティング」の構図(経営,産業社会の変革と企業経営の諸問題)

概要

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In this thesis, traditional marketing is seen as external marketing (an enterprise's activities with regard to the market), and to this is added internal marketing, aimed at the enterprise itself (especially contact personnel) and the channels, and interactive marketing which calls for customer participation: a framework for neo-marketing is presented from a combination of these three forms. The undertaking of the neo-marketing notion lies in providing a new concept, which answers the need for comprehensive marketing strategies and tactics covering both tangible goods and intangible services. By the concept of neo-marketing, the strategy formation of marketing is to be carried out by a total mix of 6Ps; to the traditional marketing mix elements of 4Ps, C.P., and customer participation (both to be abbreviated to P) are added. In services marketing, importance is attached to C.P., since the performance of services is depending to a great extent on the creative tactics applied by C.P. who are on the spot of "service delivery." Co-operation of C.P. and customer on the spot of service delivery is emphasized to be an another factor of improving marketing tasks under the current environment of so called "service economy."
1985-03-01