Models of Service Marketing - A Study on the Marketing Functions of Project Workers in Knowledge-Intensive Companies
Service marketing modelsProject workerInternal marketingInteractive marketingExternal marketingManagement of enterprisesFöretagsledningManagementBusiness and Economics
The purpose of my study is to question the model service marketing triangle and propose an alternative ways of looking at service marketing. The study is based on a deep, qualitative research. In the research of the material an abductive approach has been used. The primary information sources are interviews with project workers, which are being analyzed together with the theoretical background in part argumentations in the course of the thesis. In the last chapter they are unified. The theoretical frame of reference is th theory about service marketing, with a central model as a starting point, together with the theory about relationship marketing and organizational culture. In the course of the interviews and their analysis it has become clear that there exists an anomaly between the theory and this study?s results. This is being explained by a final model which has been developed throughout this study. It explains the marketing functions of the project workers and gives incentives for viewing the situation from a new perspective.