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2021, vol. 16, iss. 1, pp. 13-25
Marketing and change management in the services sector
aAlfa University, Faculty of Trade and Banking 'Janićije i Danica Karić', Belgrade
bUniversity 'Union - Nikola Tesla', Faculty of Law, Security and Management 'Konstantin Veliki', Niš

emaildejan.dasic@alfa.edu.rs
Abstract
The service sector is a key driver of the modern economy, but the area of marketing is still not sufficiently researched. Services differ from products in many characteristics, so their planning, organization and control deserve great attention. On the other hand, many marketing experts state that product brands are increasingly taking on elements of services, because customers do not view the product only as a product, but a compilation of products and services that goes with the product. The needs of modern customers are changing rapidly, and innovating services that meet the wishes and expectations of customers is a key issue.
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About

article language: English
document type: Review Paper
DOI: 10.5937/ekonsig2101013D
received: 12/04/2021
accepted: 01/06/2021
published in SCIndeks: 19/11/2021
Creative Commons License 4.0

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