Services Marketing Management
3rd Revised edition
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Services Marketing Management by Peter Mudie
Book DescriptionServices Marketing Management builds on the success of the previous editions, formally entitled 'The Management and Marketing of Services', to provide an easily digestible approach to the service industry with a specific focus on the management and marketing elements. This new edition has been thoroughly revamped to include pedagogical features such as exercises and mini cases throughout the text to consolidate learning and make it more student friendly. New content has been incorporated to bring the subject matter thoroughly up to date, for example featuring more on the Internet, the inclusion of material on call centres in respect of service delivery and service encounter; additional material on customer relationship management (CRM); consideration of frontline employees and internal marketing; and a discussion of revenue management issues in managing demand and capacity. Particularly suitable for students on marketing, business and hospitality courses who require a good grounding in the principles of services marketing, the practical implications are shown clearly and effectively demonstrate how the principles are applied in the real world. A web based lecturer resource accompanies the text.
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Book DetailsISBN: 9780750666749
(246mm x 189mm x 16mm)
Imprint: Butterworth-Heinemann Ltd
Publisher: Taylor & Francis Ltd
Publish Date: 10-Mar-2006
Country of Publication: United Kingdom
Books By Author Peter Mudie
Management and Marketing of Services, Paperback (July 1997)» View all books by Peter Mudie
Looks at relationship marketing and public sector issues as well as providing sections on: the definition of services, expectations, competitive advantage, pricing of services, segmentation/positioning of services, the service encounter and service employees. This text is aimed at practitioners and students looking for a treatment of this subject.
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