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To achieve a full understanding of the role of marketing from plan to profit requires a knowledge of the basic building blocks. This textbook introduces the key concepts in the art or science of marketing to practising managers. Understanding your customers and consumers, the 4 Ps (Product, Place, Price and Promotion) provides the basic tools for effective marketing. Deploying your resources and informing your managerial decision making is dealt with in Unit VII introducing marketing intelligence, competition, budgeting and organisational issues. The logical conclusion of this effort is achieving sales and the particular techniques involved are explored in the final section.

Due to the evolution of the health-care scenario and the growing role of the primary care setting, the distribution processes of health technologies will be more and more in demand in the near future. This paper aims to investigate this theme, analyzing the performance, strengths and weaknesses of the current distribution practices, with the ultimate overarching aim to improve the provision of the primary care services.

The research framework is twofold. First, a tool to monitor the economic/quantitative performance of the distribution models was designed; second, the tool was applied to measure the performance of distribution models of absorbent devices for incontinence adopted by Local Health Authorities (LHA) in Lombardy Region (Italy). Quantitative data were collected by LHAs (from 2012 to 2016) and compared through data-benchmarking. Qualitative data from interviews and focus groups complemented the outcomes.

Two main distribution models were investigated: distribution through pharmacies and home delivery. Results show that there is no winning/preferable model in terms of economic/quantitative performance and service quality level, but a counterbalanced combination of strengths and weaknesses exists. Moving from the highlighted weaknesses and building on the strengths, an alternate distribution model is proposed for testing.

The present study approaches the theme of primary care services with a holistic approach, filling a literature gap. It also provides practitioners with a tool of performance analysis and management and real data, applicable also in international contexts. The collected real-world data also gives insights on the area of the quality of care, with particular reference to the patients’ experience. As a lesson learned, policymakers and the National Healthcare Service should re-think their current distribution models/practices in the light of the highlighted criticisms and opportunities for improvement.

Distribution has been a major element of retailers′ marketing strategy in recent years as companies strive to control costs but at the same time seek competitive advantage through improving service to stores and gaining greater control of stock in the supply chain. In an interview survey of distribution directors from major multiple groups, all companies were reviewing their distribution strategy and many had made major changes to their distribution system. Centralisation of stock in strategically located RDCs and the use of third party contractors were main features of retail companies′ strategy. Contractors were much more aggressive in marketing their services to retailers than hitherto. This is partly related to the competitive and turbulent nature of the industry. In a survey of marketing directors/managers of distribution companies, it was clear that firms were trying to raise their profile in the market as they “went public” and/or because they were moving into new industry sectors away from their “core” specialist areas.

Although significant advances have been made in customer service research, a majority of this research has concentrated on defining and measuring the importance of customer service in isolation from the other components of the marketing mix. In order to achieve a competitive advantage from customer service, it is necessary to establish service levels as part of the firm′s overall marketing strategy. This monograph reviews the development of customer service; evaluates past customer service research; presents a methodology for integrating customer service and marketing strategy, and provides some suggestions for future research.

Since the first Volume of this Bibliography there has been an explosion of literature in all the main areas of business. The researcher and librarian have to be able to uncover specific articles devoted to certain topics. This Bibliography is designed to help. Volume III, in addition to the annotated list of articles as the two previous volumes, contains further features to help the reader. Each entry within has been indexed according to the Fifth Edition of the SCIMP/SCAMP Thesaurus and thus provides a full subject index to facilitate rapid information retrieval. Each article has its own unique number and this is used in both the subject and author index. The first Volume of the Bibliography covered seven journals published by MCB University Press. This Volume now indexes 25 journals, indicating the greater depth, coverage and expansion of the subject areas concerned.

The aim of this study is to gain important insights on integration oriented servitization identifying essential dimensions of effective structures, coordination approaches and management controls adopted by manufacturing firms that integrate forward towards distribution, sales and services.

The study adopts a theory-guided qualitative abductive methodology to conduct a comparative case-study of two manufacturing firms in the same industry integrating forward to enhance servitization but with significantly different performance outcomes. The findings are uncovered from a broad spectrum of primary and secondary data spanning two decades.

The consistently high-performing firm puts equal emphasis on production and downstream distribution, sales and services and motivate individuals to engage in entrepreneurial efforts to develop combined product-services offerings that are valued by customers. The underperforming firm prioritizes operating efficiency driven by engineering prowess and managed through planning, standardization, authority and central controls.

The study is based on two representative firms operating in a specific industry context, which has ramifications for the generalizability of results and calls for replication studies to substantiate and extend findings.

Forward integration from manufacturing into distribution, sales and services represents a specific servitization strategy that needs structure and particular coordination approaches to be effective in complex dynamic product-markets. The characteristics of the outperforming case company provide useful insights on effective integrated servitization efforts.

Forward integration is a commonly adopted strategy among manufacturing firms that constitute the backbone of modern economies and effective governance of these integration oriented servitization efforts has important implications for societal value creation.

This study builds on rationales from management science including economic theory, corporate strategy and different micro-foundational lenses and thereby hone recent calls for broader theoretical foundations to enlighten studies of the servitization puzzle.

The purpose of this paper is to assess and benchmark Six Sigma strategies in services sector, namely, the telecom field, by establishing tables of fallouts of non-conforming services and their associated costs along with a custom data envelopment model for benchmarking the different strategic alternatives.

Under normality assumption, process fallout in Six Sigma is around 0.002/3.4 part per million for a centered/shifted process. By introducing Six Sigma to applications in services sector, normality assumption may no longer be valid; hence, fallouts of non-normal attributes are computed for different one-sided quality levels. The associated costs of strategy deployment, fallout and transaction completion are all considered. Data envelopment analysis model is also established to benchmark the Six Sigma strategic plans. The strategies are detailed down to processes and to quality characteristics which constitute the decision-making units. The efficiency of each service unit is computed using both CCR and super efficiency models.

The amount of efforts/costs needed to reduce the variation in a service may differ according to the targeted quality level. For the same Six Sigma quality level, services demonstrate different performance/efficiencies and hence different returns. In some scenarios, moderate quality levels could present high efficiencies as compared to services of higher levels. It was also found that the required improvement is less in the case of Log-normal as compared to normal distributions at some quality levels. This observation is also noted across the presented distributions of this study (Normal, Log-normal, Exponential, Gamma and Weibull).

The deployment of Six Sigma in services is mostly found in time-related concepts such as timeliness of billing, lifetimes in reliability engineering, queueing theory, healthcare and telecommunication.

The paper contributes to the existing research by presenting an assessment model of Six Sigma strategies in services of non-normal distributions. Strategies of different quality levels present diverse efficiencies; hence, higher quality levels may not be the best alternatives in terms of the returns on investment. The computed fallout rates of the different distributions can serve as palm lines for further deployment of Six Sigma in services. Besides, the combination of optimization and Six Sigma analysis provides additional benchmarking tool of strategic plans in both manufacturing and services sector.

A longitudinal case study of the diffusion and change of mobile telephony in Sweden highlights the effects on service distribution against the background of rapid technological development and deregulations in the telecommunications industry. The descriptive and explorative study advances a contextual‐historical and interorganizational network perspective on service channel change and retail evolution. Explores the service distribution consequences of the emerging, increased technological integration within telecommunications, between fixed and mobile telephony, and between telecommunications and information and computer technology. Argues that these technological changes and the move towards convergence of telecommunications and information technology functions are connected to important structural changes in the distribution channels for these services. Builds on a case study of the Swedish distribution network for mobile telephony and identifies a number of significant structural channel changes. Discusses the distribution network consequences of technological convergence, in terms of new emerging patterns of channel relations and in terms of new roles and role sets. Elaborates on some general business implications of the convergence of former independent telephone, cable and information technology services.

In the last four years, since Volume I of this Bibliography first appeared, there has been an explosion of literature in all the main functional areas of business. This wealth of material poses problems for the researcher in management studies — and, of course, for the librarian: uncovering what has been written in any one area is not an easy task. This volume aims to help the librarian and the researcher overcome some of the immediate problems of identification of material. It is an annotated bibliography of management, drawing on the wide variety of literature produced by MCB University Press. Over the last four years, MCB University Press has produced an extensive range of books and serial publications covering most of the established and many of the developing areas of management. This volume, in conjunction with Volume I, provides a guide to all the material published so far.

The term “customer service” is used today in the field of logistics management to describe a host of different but critically interrelated activities. Some authors view customer service as all activities which bind a corporation and its customers together to further a sales relationship. Other authors view customer service as a package of measurable activities which provide utility to customers or optimum levels of service.