This text provides a comprehensive analysis of the development of services marketing theory and management within a practical manager-orientated framework. Issues such as service quality, internal marketing and relationship marketing are explored against a strategic marketing background. The services marketing mix is explained in detail and the book's focus extends to marketing research, marketing planning and marketing management.
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Insightful guide to strategic service marketing concepts.
Who is this book for?
If you're involved in managing or studying services, this book offers a thorough look at the key theories and practical approaches that can elevate your understanding of service marketing. Its focus on issues like service quality and internal marketing makes it especially useful for managers aiming to strengthen customer relationships and improve overall service delivery. It's an excellent resource for anyone looking to deepen their strategic marketing skills in the service sector.
