Marketing of knowledge based services

- Associate Prof. Mirosława Pluta–Olearnik, PhD

The issues discussed in this paper refer to the contemporary role of services in the knowledge-based economy. The author identifies the fields of services that currently constitute the so-called economy development carriers and names them knowledge-based services. Educational, research, and information and communication, as well as business services are particularly significant in this group of services. Despite the diversity of the enumerated services between industries, their common feature is offering customers the basic value in the form of professional knowledge based on the intellectual capital of individual service organisations. The author, relying on the concept of customer value management as a process, discusses the significance of marketing at four successive stages of the process and exhibits unique values offered to the customers who purchase knowledge-based services.

Associate Prof. Mirosława Pluta–Olearnik, PhD., Wrocław University of Economics, Poland – economist, academic teacher, habilitated doctor of economics, service management and marketing specialist, professor of the University of Economics and the University of Business in Wrocław, author of about 100 scientific publications. For many years she has been specialized in the issues of functioning and development of services in such areas as: banking, tourist, educational, scientific and research, business services. Moreover, she is conducting research on the internationalization of the service sector. The author of such books as „Marketing usług”, „Marketing usług bankowych”, „Rozwój usług edukacyjnych w erze społeczeństwa informacyjnego”, „Przedsiębiorcza uczelnia i jej relacje z otoczeniem”.

DOI: 10.14611/minib.09.03.2013.11

Contact: pluta(at)

MINIB, 2013, Vol. 9, Issue 3
Resize of Open_Access_logo_PLoS_white Available in Open Access.

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