Management and Marketing of Services

ISBN-13: 9781138466814 / Angielski / Twarda / 2017

Peter Mudie

Opis

Looks at relationship marketing and public sector issues as well as providing sections on: the definition of services, expectations, competitive advantage, pricing of services, segmentation/positioning of services, the service encounter and service employees. This text is aimed at practitioners and students looking for a treatment of this subject.

Recenzje

Reviews of first edition: '..I recommend this book to all those who teach or study the marketing and/or management of services. It is a practical guide for the student and a useful summary for the teacher.' Jonathan S. Swift, Senior Lecturer in Marketing Staffordshire University Business School - Journal of the Market Research Society, November 1994 '... provides a comprehensive
framework for practitioners and students who wish to study the issues that characterise service organisations.' - Banking World, September 1993

Spis treści

Chapter 1 Introducing Services; Chapter 2 The Organizational Setting; Chapter 3 Service Design; Chapter 4 The Service Setting; Chapter 5 Service Quality; Chapter 6 The Service Encounter; Chapter 7 Service Employees; Chapter 8 Managing Demand and Supply; Chapter 9 Service Communications; Chapter 10 Performance Measurement; Chapter 11 Delivering Satisfaction; Chapter 12 Monitoring and Evaluating the Service;

O autorze

Peter Mudie, Angela Cottam