TY  - BOOK
AU  - Payne,Adrian
TI  - The essence of services marketing
SN  - 8120309146
PY  - 1993///
CY  - New Delhi
PB  - Prentice Hall
KW  - Service industries
KW  - Marketing
N1  - 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
ER  -