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Services Marketing By Helen Woodruffe

Services Marketing
by Helen Woodruffe

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$10.49
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Services Marketing covers: not-for-profit organisations: leisure services: tourism: internationalisation of services: financial services: professional services: charities.
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Services Marketing Summary


Services Marketing by Helen Woodruffe

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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Table of Contents


PART 1 THE DEVELOPMENT OF SERVICES MARKETING

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

Additional information

GOR002826374
Services Marketing by Helen Woodruffe
Helen Woodruffe
Frameworks Series
Used - Very Good
Paperback
Pearson Education Limited
1998-08-20
320
0273634216
9780273634218
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.