LANGLOIS, Michel and TOCQUER, Gérard. "Marketing des Services; le Défi Relationnel", Gaëtan Morin Éditeur, Montréal, 1992.

Because of their specificities, service organizations require particular strategies and commercial actions. A wrong understanding of this principle can lead to dreadful management errors.

In this book, the authors describe services’ characteristics and define the meaning of quality as seen by clients and customers. They also emphasize the importance of client relations and its influence on the competitive advantage as well as the three marketing environments, namely internal, external, and transactional.
The authors propose an original take on traditional marketing planning by replacing the four “P” with the eight “A”, as they are more dynamic and relevant. Finally, we are presented with the 36 commercial fronts specific to service businesses.

Here are some various publications by the SLEM (Strategic Leadership and Customer Experience Management Research Group). All texts are in French and PDF format:

About the GLEC :

- It’s mission – group description
- The research – SLEM’s five research poles
- The program – SLEM’s four objectives
- The management - presentation of two SLEM co-managers

Work documents :

- M. G. Langlois and I. Maurette "De la destination produit à la destination médium les cinq enjeux stratégiques de la gestion et du positionnement des destinations touristiques"
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- M. G. Langlois "Le Management Expérientiel Médiatique (MEM) des services publics"
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- M. G. Langlois "Le Management Expérientiel Médiatique (MEM) des organisations de services"
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- M. G. Langlois "Le Management de la qualité Expérientiel des organisations de service"
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Presentation :

- M. G. Langlois "Leadership Expérentiel"
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- M. G. Langlois "Expéritecture : Gestion de l’offre touristique"
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