The service sector of the economy is twice as large as the manufacturing sector. Nearly all new job growth in this country will be in services marketing. Service organizations differ from manufacturing businesses in many important respects and require a distinctive approach to marketing strategy development and execution. Some service businesses to be studied include entertainment, hospitality, travel, retail, telecom, car rental, healthcare, financial and professional services. Service providers include hotel, airline, theme park, car rental and retail personnel, customer service representatives, bankers, doctors, accountants, and lawyers.
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