The essence of services marketing
Author(s)
Bibliographic Information
The essence of services marketing
（The essence of management series）
Prentice Hall, c1993
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Note
Bibliography: p. 246-248
Includes index
Description and Table of Contents
Description
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.
Table of Contents
- 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.
by "Nielsen BookData"