Marketing and change management in the services sector

Abstract

The service sector is a key driver of the modern economy, but the area of marketing is still not sufficiently researched. Services differ from products in many characteristics, so their planning, organization and control deserve great attention. On the other hand, many marketing experts state that product brands are increasingly taking on elements of services, because customers do not view the product only as a product, but a compilation of products and services that goes with the product. The needs of modern customers are changing rapidly, and innovating services that meet the wishes and expectations of customers is a key issue.