This course argues that the relevance of services to market-oriented companies is twofold.
First, services can be (part of) what a company brings to market. More than half of the GDP of developed economies originates in the service sectors. Furthermore, most businesses contain elements of service. In comparison to tangible goods, services are peculiar in terms of production/supply processes, service quality and relationship management, and organisational aspects.
Second, within a Service Dominant Logic paradigm whatever company should locate the customer at the centre, and thus redesign the totality of its marketing activities to serve its customer. This implies looking at services not only as part of a company’s offering but also as the perspective to redesign the entirety of its marketing activities.