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.
Reihe
Sprache
Verlagsort
Verlagsgruppe
Pearson Education Limited
Zielgruppe
Für höhere Schule und Studium
Maße
Höhe: 234 mm
Breite: 157 mm
Dicke: 21 mm
Gewicht
ISBN-13
978-0-273-63421-8 (9780273634218)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Klassifikation
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
