Services Marketing

Front Cover
Pitman, 1995 - Business & Economics - 307 pages
This text provides a comprehensive analysis of the development of services marketing theory and management within a practical manager-orientated framework. Issues 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 focus extends to marketing research, marketing planning and marketing management.

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Contents

Developments in marketing theory The marketing environment
13
The service economy Service providers and manufacturers service
31
Functions of marketing Marketing and customer orientation
48
Copyright

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