Strategic Services Marketing Management Guatemala

Strategic Services Marketing Management
July 17-18, 2008
Guatemala City, Guatemala

In recent years, most industrialized nations have moved away from traditional economies which rely on land-based activities and manufacturing, to systems which are governed by information, skills, and technologies. . . that is to say, services. Indeed, services comprise nearly 80% of the gross national product of the United States. Sixty cents of every Canadian disposable dollar is spent on services. And more than 34%; of all Britons work in services. Services, however, are fundamentally different from goods. Indeed, there is a unique set of characteristics which distinguish goods and services. These differences present unique strategic challenges to managers. And these unique strategic challenges require a different set of tools.

Strategic Services Marketing Management is aimed at mid- to high-level executives who have operational and/or strategic responsibilities in services organizations, or in goods organizations in which services are becoming an integral part of the product mix. The seminar material is very accessible, however, and students with less business experience would also benefit from participation. The seminar will combine lectures, discussions, mini-cases, exercises, and other experiential activities. It is designed to: