Services Marketing

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.
  • Limba : Engleza
  • Cuprins : 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
  • Data Publicarii : 1999
  • Editie : 1
  • Format : Paperback
  • Numar pagini : 320
  • ISBN : 9780273634218
Rating:
258.99 Lei
Disponibilitate : 3-5 saptamani

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