Services Marketing and Management
By (author) Audrey Gilmore
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Services Marketing and Management by Audrey Gilmore
Book Description"Services Marketing and Management" provides an in-depth consideration of how services are conceptualized, designed and managed, creating the basis for a clear understanding of the multi-dimensional aspects of services. Unlike many textbooks on services marketing this book puts services management and delivery in context. Firstly, it explores the effect of organizational structures, management styles, internal marketing and management competencies on service management decision making and implementation. Secondly, "Services Marketing and Management" considers detailed examples of not-for-profit and for-profit service organizations and service delivery. Finally, this text addresses contemporary issues for services managers and speculates on some of the challenges for the future of services marketing. This textbook is designed for postgraduate and MBA students of services management and services marketing courses as well as undergraduates.
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Book DetailsISBN: 9780761941583
(242mm x 170mm x 13mm)
Imprint: SAGE Publications Ltd
Publisher: SAGE Publications Ltd
Publish Date: 15-May-2003
Country of Publication: United Kingdom
Books By Author Audrey Gilmore
Qualitative Marketing Research, Paperback (February 2001)» View all books by Audrey Gilmore
Qualitative Marketing Research clearly explains the use and importance of qualitative methods, clarifying the theories behind the methodology and providing concrete examples and exercises which illustrate its application to management studies and marketing.
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Author Biography - Audrey Gilmore
Professor of services marketing
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