The marketing of services : a total approach to achieving competitive advantage
著者
書誌事項
The marketing of services : a total approach to achieving competitive advantage
（McGraw-Hill marketing for professionals）
McGraw-Hill, c1997
- : pbk.
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
Two out of three professionals are employed as service providers, yet management and marketing techniques are mostly set up for the manufacturing industry. This text highlights the growing awareness of service companies that there is a distinction between service and manufacturing marketing. Communicating the benefits of a service is very different from marketing a tangible product and this text offers the necessary practical skills, strategies and guidance to effectively market a service.
目次
- Part 1 Theory: the service revolution
- marketing in the service context. Part 2 Building blocks: the customer in service
- marketing the relationship
- service culture
- segmentation in services. Part 3 Planning and design: a strategic framework
- business development planning
- products, pricing and brands
- service, quality and value
- planning the delivery
- market research. Part 4 Implementation: key factors in implementation
- key factors in communication. Part 5 Structure: organizing for the market
- international marketing.
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