-- Highlights the importance of services and specific services marketing techniques.
-- Looks at both the future of services marketing and services marketing in the global arena.Services Marketing is a lively and comprehensive guide to the complex world of services marketing. In a refreshing and accessible manner it provides a thorough insight into services marketing with the emphasis on 'learning-by-doing'. Extensive use is made of service marketing highlights and mini case studies to demonstrate services marketing management in action.The first section of Services Marketing: An introduction to services marketing, demonstrates the importance of service industries in modern economies and introduces the subject of services marketing. Managing services marketing then goes on to deal with the four key problems of services marketing. It presents a detailed discussion of traditional and extended marketing mix variables with each chapter evaluating the conceptual and practical issues raised. Sector specific services marketing issues applies the principles to seven specific service sectors providing the reader with a significant understanding of services marketing in practice. Services marketing in the next century addresses the future. It outlines three key areas in which will have a substantive influence on services management and marketing as the new century begins.
- ISBN10 0750625767
- ISBN13 9780750625760
- Publish Date 15 September 2003
- Publish Status Cancelled
- Out of Print 19 October 2003
- Publish Country GB
- Imprint Hodder Arnold
- Format Paperback
- Pages 416
- Language English