Marketing Your Service Business
By (author) Ian Ruskin-Brown
Marketing Your Service Business by Ian Ruskin-Brown
Book DescriptionServices and Service Products are by their nature different from Goods - and require a different marketing approach. Compared to Goods, Services are more intangible, performance-oriented, closely tied to people and relationships. The author builds on his previous book Mastering marketing to examine the key differences between the marketing of products based on goods versus those which are based on services- or which use services to gain a competitive advantage. The book uses current real life examples to illustrate the ideas discussed - in practice. Icons are used throughout - Key concepts, Key questions, Key learning points, Action check lists. Each chapter ends with an exercise to help readers apply the content to their own business. The book ends with a sample workbook for use in training staff in Customer Service.
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Book DetailsISBN: 9781854183163
(234mm x 156mm x 21mm)
Publish Date: 24-Nov-2005
Country of Publication: United Kingdom
Books By Author Ian Ruskin-Brown
Practical Pricing for Results, Paperback (November 2007)
Provides entrepreneurs with a practical guide on how to set and manage the pricing of both the products and services that they offer. This work outlines the process of deriving a pricing strategy first, and then monitoring the profit implications of any pricing decisions made.
Mastering Marketing, Paperback (September 2006)» View all books by Ian Ruskin-Brown
The success of any business depends upon effective marketing. This work provides an explanation of the core skills and concepts needed to market your business profitably. It also offers techniques for building and maintaining a long-term profitable market position.
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Author Biography - Ian Ruskin-Brown
Ian Ruskin-Brown is a highly experienced consultant with an international client list. From 1984 to 1998 he was Course Director for the Chartered Institute of Marketing's courses on Marketing in the Service Sector. He currently runs the Marketing your Services course for Management Centre Europe.
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