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Services 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 Details

ISBN: 9781854183163
ISBN-10: 1854183168
Format: Paperback
(234mm x 156mm x 21mm)
Pages: 280
Imprint: Thorogood
Publisher: Thorogood
Publish Date: 24-Nov-2005
Country of Publication: United Kingdom

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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.

Books By Author Ian Ruskin-Brown

Practical Pricing for Results by Ian Ruskin-Brown

Practical Pricing for Results

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Mastering Marketing by Ian Ruskin-Brown

Mastering Marketing

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