Communicating service quality: are business-to-business ads different?

Article Abstract:

Business-to-business ads are significantly different from advertisements aimed at customers in their inability to provoke the interest of their target audience. Business-to-business ads often eschew creativity in favor of simple, and often dull concepts to sell their products. However, advertisers cannot rely on suggestions of quality to guarantee the success of their ads. They should tap into the emotional sides of their audiences instead of relying too much on a plethora of information in their ads.

Advertising Management, Advertising, Customer relations, Marketing communications, Business-to-business advertising, Business to business advertising

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Segmenting purchasers of organisational professional services: a risk-based approach

Article Abstract:

A new framework for accounting for risk was considered using the practice of businesses of engaging the services of professional consultants such as accountants, attorneys, and market research agencies. The framework considers the risk entailed in the use of professional services and the potential for uncertainty in their results. The ability of risk-based segmentation to determine risk factors can prove to be an invaluable tool for vendors and clients of organizational professional services.

Risk management, Market segmentation

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Role theory, role management and service performance

Article Abstract:

Role theory allows organizations to direct the procedural components of service performance while enabling the identification of role development requirements of personnel in people-based service systems. Role theory develops the understanding of market interactions by concentrating on the features of successful service encounters. On the other hand, role management offers a managerial framework through which the interactivity of relational approaches can be analyzed.

Models, Marketing, Marketing personnel

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