Management and Marketing of Services
- Peter Mudie, Lecturer in Marketing, Napier University
- Angela Cottam, Lecturer in Marketing, Napier University
This second edition of The Management and Marketing of Services builds on the success of the first edition and now includes increased coverage of many key areas, extensive examples and case studies.This second edition looks closely at relationship marketing and public sector issues as well as providing expanded sections on: the definition of services, expectations, competitive advantage, pricing of services, segmentation/positioning of services, the service encounter and service employees. The Management and Marketing of Services is a highly accessible text ideal for practitioners and students looking for a comprehensive treatment of this subject area.View full description
Suitable for advanced undergraduates or postgraduates studying the management of service operations in a marketing orientated environment.
- Published: June 1999
- Imprint: BUTTERWORTH HEINEMANN
- ISBN: 978-0-7506-3594-3
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
Table of ContentsEstablishing a framework for service creation and delivery - Introducing services; Understanding organizations; Service design; Service setting;Managing customer and service interaction - Service quality; Service encounter; Service employees; Managing demand and supply; Service communications; Controlling service delivery - Performance measurement; Monitoring and evaluating the service; Satisfaction guaranteed.