Management competences for services marketing

Abstract

Traditionally, senior management has focussed on a customer‐oriented search for competitive advantage in improving its marketing performance. There have been many systems, procedures and measurement approaches created for improving a company’s overall performance which have achieved varying levels of success. Until recently, little attention has been given to the consideration of the most suitable management competences for improving the quality of marketing decision making in services management. Takes a conceptual approach to addressing the question of what management competences might be and how they can be integrated for services marketing. Considers pertinent issues in relation to relevant marketing management competences which are necessary if the quality of marketing decision making in services is to be improved.