SERVICE MARKETING

Services dominate any emerging economy and are becoming critical for competitive advantage in companies across the globe and across industry sectors. For example, services represent the primary growth and profitability strategies for traditional manufacturing companies like GE and IBM. Almost 40% of IBM’s current revenues and over 60% of GE’s current profits come from services. Boeing stated a goal of achieving $10B in service revenues. Even high tech companies like Microsoft, Google, HP, eBay and Real Networks are also moving downstream to provide services directly to consumers. Services produce most of the job growth in developed and developing countries.