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.