This week’s topics
Evolution of Strategic Marketing
- Shift from transactional to relationship marketing
- Service-Dominant Logic (S-D Logic)
- Extended services marketing mix (7Ps)
- Strategic customer value co-creation
- Leading Service Paper Series: Vargo & Lusch "Evolving to a New Dominant Logic for Marketing"
- 7Ps Marketing Mix
- CIMA E3 Customer relationship management and relationship marketing
What you will be able to do
- 2.1 Summarise the evolution of the strategic marketing approach.
- 2.2 Evaluate the importance of strategic marketing for tourism and hospitality organisations.
- 4.1 Research academic sources to identify appropriate theories and models of strategic management and marketing.
Activity
Start with this week’s 3 videos, then: Seminar, guided reading and a short written task: summarise the evolution of the strategic marketing approach.
Study materials
Videos
- Leading Service Paper Series: Vargo & Lusch "Evolving to a New Dominant Logic for Marketing" · YouTube · Glenn Parry · 18 min · for registered students
- 7Ps Marketing Mix · YouTube · Galton College · 15 min · for registered students
- CIMA E3 Customer relationship management and relationship marketing · YouTube · OpenTuition · 23 min · for registered students
Further resources
- Trust and commitment influences on customer retention: insights from B2B services · PDF · Reading, article · for registered students
- Principles of Marketing, ch. 1.6: Customer relationship management · PDF · OpenStax, textbook chapter; pp. 32–34 · for registered students
Materials marked “for registered students” open in the student portal, which is set up as soon as you receive final acceptance.
