The Management and Marketing of Services
2nd Revised edition
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Management and Marketing of Services by Peter Mudie
Book DescriptionThis second edition of The Management and Marketing of Services builds on the success of the first edition and now includes increased coverage of many key areas, extensive examples and case studies. This second edition looks closely at relationship marketing and public sector issues as well as providing expanded sections on: the definition of services, expectations, competitive advantage, pricing of services, segmentation/positioning of services, the service encounter and service employees. The Management and Marketing of Services is a highly accessible text ideal for practitioners and students looking for a comprehensive treatment of this subject area.
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Book DetailsISBN: 9780750635943
(234mm x 156mm x 16mm)
Imprint: Butterworth-Heinemann Ltd
Publisher: Taylor & Francis Ltd
Publish Date: 15-Jul-1997
Country of Publication: United Kingdom
Books By Author Peter Mudie
Services Marketing Management, Paperback (March 2006)» View all books by Peter Mudie
Provides an approach to the service industry with a focus on the management and marketing elements. This book features exercises and mini cases throughout the text to consolidate learning and make it more student friendly.
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