C/M/443. Making service accessible: Vodafone

There has been a barrage of literature on the topic of making service accessible in the past few years. The primary focus this paper will be to investigate the relationship between the theory related to the one of the more recent service marketing topic i.e. making services accessible and actual marketing practice in a UK service organization vis-à-vis Vodafone. To begin with the paper will first discuss the theoretical perspective on the issue and then critically evaluate the marketing practice in Vodafone to establish any relation between theory and practice.