Services Marketing (Frameworks Series)

by HelenWoodruffe (Author)

• Used

  Unknown Binding
  1998

  $3.48

  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.