Services Marketing

Services Marketing

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  • Paperback

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Description

Services Marketing offers key insights into the marketing of services today. It provides a comprehensive analysis of the development of services marketing theory and management within a practical, manager orientated framework. Current issues in areas such as service quality, internal marketing and relationship marketing are explored against a strategic marketing background. The services marketing mix is explained in detail and the book's strategic focus extends also to marketing research, marketing planning and marketing management.show more

Product details

  • Paperback | 320 pages
  • 155 x 234 x 19mm | 898g
  • Pearson Education Limited
  • FINANCIAL TIMES PRENTICE HALL
  • Harlow, United Kingdom
  • 1st New edition
  • black & white illustrations
  • 0273634216
  • 9780273634218

Table of contents

PART 1 THE DEVELOPMENT OF SERVICES MARKETING 1.Marketing - an introduction 2.Is services marketing different? 3.The Scope and range of services marketing PART 2 ORGANISATION FOR SERVICES MARKETING 4.The role of marketing in the service organisation 5.Understanding the market 6.Services marketing management 7.Marketing planning for services 8.Internal marketing 9.Relationship marketing 10.Service quality PART 3 THE SERVICES MARKETING MIX 11.Packaging the service product 12.Pricing the service 13.Promotion and Communications in services marketing 14.Services distribution planning 15.People - the fifth 'P': the role of the employee in services marketing 16.Process and physical evidence PART 4 SPECIAL ASPECTS OF SERVICES MARKETING 17.Not-for-profit marketing 18.Leisure services marketing 19.Tourism marketing 20.Charities marketing 21.Financial services marketing 22.Professional services and marketing 23.The internationalisation of servicesshow more
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