Payne, Adrian.
The essence of services marketing / Adrian Payne. - New Delhi : Prentice Hall, 1993. - 254 p. : ill ; 23 cm. - Essence of management series .
Includes bibliographical references (p. 246-248) and index.
1. The nature of services marketing -- 2. Services marketing and relationship marketing -- 3. Developing an effective service mission -- 4. Services market segmentation -- 5. Positioning and differentiation of services -- 6. The services marketing mix -- 7. Marketing plans for services -- 8. The customer-focused service organization.
8120309146
Service industries--Marketing.
The essence of services marketing / Adrian Payne. - New Delhi : Prentice Hall, 1993. - 254 p. : ill ; 23 cm. - Essence of management series .
Includes bibliographical references (p. 246-248) and index.
1. The nature of services marketing -- 2. Services marketing and relationship marketing -- 3. Developing an effective service mission -- 4. Services market segmentation -- 5. Positioning and differentiation of services -- 6. The services marketing mix -- 7. Marketing plans for services -- 8. The customer-focused service organization.
8120309146
Service industries--Marketing.