Services Marketing

Services Marketing

4 (2 ratings by Goodreads)
  • Paperback
By (author) 

Free delivery worldwide

Available. Dispatched from the UK in 4 business days
When will my order arrive?


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 more

Product details

  • Paperback | 320 pages
  • 155 x 234 x 19mm | 538g
  • Pearson Education Limited
  • Harlow, United Kingdom
  • New edition
  • 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

Rating details

2 ratings
4 out of 5 stars
5 0% (0)
4 100% (2)
3 0% (0)
2 0% (0)
1 0% (0)
Book ratings by Goodreads
Goodreads is the world's largest site for readers with over 50 million reviews. We're featuring millions of their reader ratings on our book pages to help you find your new favourite book. Close X