The essence of services marketing
著者
書誌事項
The essence of services marketing
（The essence of management series）
Prentice Hall, c1993
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注記
Bibliography: p. 246-248
Includes index
内容説明・目次
内容説明
In order that a service business can survive in today's ever more competitive business environment, it is vital that they develop and implement highly effective marketing strategies. This text explains the key concepts in marketing as they relate to services marketing. It discusses the marketing plan and the development of a customer-focused and marketing-orientated culture, and includes many real-life examples.
目次
- The nature of services marketing
- developing mission statements
- the service marketing mix
- market segmentation
- production and institutional positioning
- communication strategies
- pricing and logistics strategies
- marketing planning for the service firm
- integrated services marketing.
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