Cambridge Marketing Handbook: Services by Andrew Hatcher
There are only two categories of purchases that people can make: products or services. Each, by its very nature, demands a different approach to marketing and sales. This situation is not new and indeed was highlighted in the early 1800s when French economist Jean-Baptiste Say argued that production and consumption were inseparable in services, coining the term "immaterial products" to describe them. This book takes a fresh look at the world of services marketing (the Servicescape) as we transition from the information age into what is being called the Age of Awareness - a period where individuals move away from information browsing and collection to the application of knowledge, emotion and responsibility to consumption, production and relationships. Revealing the impact of these changes on the marketing of services, it focuses on the role of people and processes in delivering success.
Andrew Hatcher, MBA, is Managing Director of The Applied Knowledge Network and the author of several books on management and marketing. He has a long history of assisting with the identification, development and management of innovative solutions within large and small companies across the business spectrum, and is the creator of the MAPP coaching system, which has been used by hundreds of companies. Andrew has worked with a wide range of companies including SMEs, larger corporations including Eversheds, Statoil and Yell as well as not-for profits such as Relate and Working Knowledge.
| SKU | Unavailable |
| ISBN 13 | 9780749470777 |
| ISBN 10 | 0749470771 |
| Title | Cambridge Marketing Handbook: Services |
| Author | Andrew Hatcher |
| Series | Cambridge Marketing Handbooks |
| Condition | Unavailable |
| Binding Type | Hardback |
| Publisher | Kogan Page Ltd |
| Year published | 2013-12-03 |
| Number of pages | 96 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |