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Marketing Strategy & Strategic Marketing 


Service Marketing and Management: Capacity as a Strategic Marketing Variable This chapter is devoted to the topic of marketing of services with capacity constraints. The authors argue that both service quality and service strategy are integrally related to capacity decisions. For it is capacity (i.e., available employee hours, available physical facilities, lengths of queues, etc.) that ultimately determines whether the service provider can satisfy and retain buyers. Capacity decisions also impact costs and profitability. There are basic compromises between creating additional capacity to better serve customers and increasing costs. pdf






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Status: 27. Februar 2013