Abstract:

It is a great honour for me to have been invited to take part in this ESOMAR seminar which, during its three days, gathers together marketing professionals, consultants and company managers to discuss what is, for me, a very important subject. Indeed, I am sure that the theme selected for this session - "Marketing in Today's Competitive Service Environment" - implies a permanent research and action basis for constantly improving the results and performances of service companies, and at the same time, for obtaining an optimal development in a more and more competitive economic context.