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| MANAGEMENT AND MARKETING OF SERVICES
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 To order this title, and for more information, click here
Second Edition
By
Peter Mudie, Lecturer in Marketing, Napier University
Angela Cottam, Lecturer in Marketing, Napier University
Description
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.
Audience
Suitable for advanced undergraduates or postgraduates studying the management of service operations in a marketing orientated environment.
Contents
Establishing 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.
| Bibliographic details |
Paperback, 306 pages, publication date: JUN-1999
ISBN-13: 978-0-7506-3594-3
ISBN-10: 0-7506-3594-0
Imprint: BUTTERWORTH HEINEMANN
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| Price and Ordering |
Price:
EUR 43.95
USD 48.95
GBP 29.99
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076/731
Last update: 26 Sep 2008
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