My Services Marketing Journey

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My Services Marketing Journey

• by
• Professor Leonard L. Berry
• Department of Marketing
• Mays Business School
• Texas AM University

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A Services Marketing Journey
Service Quality Service Quality
Services Service Quality
Service Quality Conceptualization
Measurement Marketing Implementation
in Healthcare
85 88
Quality 91 95
01

Sustainable Service Success 99
Bank Services Marketing
Marketing 69 80
Customer Relationship Motivations
for Marketing Relationship
in Marketing Healthcare 97
03
Relationship Marketing
Relationship Marketing Conceptualization 1
Conceptualization 2 83
95
Services Services Services
Services Services
Services Healthcare Advertising
Problems Branding Marketing Audit
Pricing Branding
Servicescape 81 85
88 91
96 00 03
1970 1980
1990
2000 2004
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• A Sabbatical Journey
• in Healthcare
• at Mayo Clinic

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Medical Services

• intangible
• complex
• inseparable
• co-produced
• variable
• inherently personal
• personally important

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Evolving into a HealthcareServices Researcher

• At Mayo Clinic (Sept. 2001 March 2002)
• Re-entry (next 6 to 9 months)
• 2003
• 2004

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Lessons from my Services Marketing Journey

• Finding my reason for being
• Living in two worlds
• Working on important problems
• Creating paths . . . Seeking synergies . . .
• Connecting dots
• Making the investment
• Writing to learn
• Selecting the right collaborators
• Earning my freedom

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Parting Advice

• Cultivate a mission
• Experience the joy of discovery and sharing
• Learn to say no so you can say yes
• Take the high road
• Build a brand