The marketing of services : a total approach to achieving competitive advantage


Bibliographic Information

The marketing of services : a total approach to achieving competitive advantage

Ken Irons

(McGraw-Hill marketing for professionals)

McGraw-Hill, c1997

  • : pbk.

Available at  / 1 libraries

Search this Book/Journal


Includes bibliographical references and index

Description and Table of Contents


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.

Table of Contents

  • 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.

by "Nielsen BookData"

Related Books: 1-1 of 1


  • NCID
  • ISBN
    • 0077090845
  • LCCN
  • Country Code
  • Title Language Code
  • Text Language Code
  • Place of Publication
    London ; New York
  • Pages/Volumes
    xviii, 254 p.
  • Size
    23 cm
  • Classification
  • Subject Headings
  • Parent Bibliography ID
Page Top