Unit 8 The marketing mix: people, service, customer care and customer relationship management (CRM)
In this unit, we shall look at the interrelated aspects of service and service quality in satisfying
customer requirements and the ways in which the notion of customer service has expanded to
encompass the broader area of customer care. Within these areas of service and customer
care, we shall look at the role that the ‘people’ element of the marketing mix plays in marketing
efforts. We shall look at why service and customer care have become increasingly recognized
as critical factors in the success of any business, whether it is concerned with providing
services or selling products.