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 management.
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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 services
Services Marketing by Helen Woodruffe
Used - Very Good
Pearson Education Limited
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