Deregulation in Services and the Marketing Challenge

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Abstract
Today more governments accept deregulation and the free play of market forces as a vehicle to promote competition and efficiency. This puts pressure on managers to perform in a new and very different business arena, where marketing is playing an increasingly important role in creating and maintaining a firm? competitive advantages. This article examines some of the concepts and influencing factors in this deregulatory era, focusing on recent trends in America, the EEC and Japan. It deals primarily with the telecommunications, airline and banking industries and looks at ways for executives to use state-of-the-art marketing techniques and thinking, to avoid cut-throat operators dominating their markets.

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