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The Marketing of Services: A Total Approach to Achieving Competitive Advantage By Ken Irons

The Marketing of Services: A Total Approach to Achieving Competitive Advantage

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This text highlights the growing awareness of service companies that there is a distinction between service and manufacturing marketing. It offers the necessary practical skills, strategies and guidance to effectively market a service.

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The Marketing of Services: A Total Approach to Achieving Competitive Advantage Summary


The Marketing of Services: A Total Approach to Achieving Competitive Advantage by Ken Irons

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.

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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.

Additional information

GOR003973098
The Marketing of Services: A Total Approach to Achieving Competitive Advantage by Ken Irons
Ken Irons
Used - Very Good
Paperback
McGraw-Hill Education - Europe
1996-11-01
304
0077090845
9780077090845
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.