Dienstleistungsmarketing in der Büromöbelindustrie.

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    • Abstract:
      The dissertation develops a framework for the marketing of services by manufacturers of office furniture to their corporate customers. After providing an overview of standards in industrial services marketing and of the office furniture industry in Germany, the dissertation discusses the challenges manufacturers of industrial products face when entering the service sector, best practices in developing service offerings, and the integration of such services into existing sales and distribution channels. It also gives examples of service market segments of interest to office furniture manufacturers, such as interior design, consulting, and facilities management.