One can look at marketing elements from a different, creative view by focusing on the 'how-to-think' approach rather than the 'what-to-do' approach. This involves asking specific questions like 'What am I good at?' and conducting exercises such as defining a service, understanding prospects, and understanding a customer's buying behavior. The key is to use these elements not as rigid guidelines, but as tools for creative and innovative thinking.
Service companies often struggle with marketing efforts because their “product” is not a physical th...
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