Marketing is everything, and everything is marketing.
Distinctive service, which is flexible, customized, and innovative, can redefine the way a company does business and propel it to a leadership position in the marketplace. Services are responsible for almost three-quarters of the U.S. GDP and 80 percent of all jobs in this country. Likewise, the service sector is the dominant sector in most advanced economies in the world, including Japan and the European Union. This course is designed to provide marketing and non-marketing MBA students with a working knowledge of the unique concepts, challenges, and opportunities of services marketing. Additional current materials will be distributed in class.