The essence of services marketing /
By: Payne, Adrian
Material type:
BookSeries: Essence of management series. Publisher: New Delhi : Prentice Hall, 1993.Description: 254 p. : ill ; 23 cm.ISBN: 8120309146Subject(s): Service industries -- Marketing
| Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|
| REGULAR | University of Wollongong in Dubai Main Collection | 658.8 PA ES (Browse shelf) | Available | T0022620 |
Total holds: 0
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| 658.8 OX FO The Oxford handbook of strategic sales and sales management / | 658.8 PA BU The business and marketing environment / | 658.8 PA CO Contemporary issues in marketing and consumer behaviour | 658.8 PA ES The essence of services marketing / | 658.8 PA IN Introduction to marketing : theory and practice / | 658.8 PA IN Introduction to marketing : theory and practice / | 658.8 PA PR Principles of services marketing / |
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.