Service Management and Marketing

* This text examines why managing the marketing function has become a responsibility for top-level executives; and why the total marketing function is spread throughout the organization and executing marketing has become a responsibility for practically everyone.

* Acest text examineaza de ce gestionarea functiei de marketing a devenit o responsabilitate pentru directorii de nivel superior; si de ce functia totala de marketing este raspandita in intreaga organizatie si executarea marketingului a devenit o responsabilitate practic pentru toata lumea.