Payne, Adrian
The essence of services marketing / Adrian Payne - New York : Prentice Hall, c1993 - x, 253 pages : illustrations ; 23 cm. - The Essence of management series .
Includes bibliographical references (p. 246-248) and index.
Contents: 1 The nature of services marketing -- 2 Services marketing and relationship marketing -- 3 Developing an effective mission -- 4 Services market segmentation -- 5 Positioning and differentiation of services -- 6 The services marketing mix -- 7 Marketing plans for services -- 8 The customer-focused service organization
English
013284852X [paperback]
92033438
Service industries--Marketing.
The essence of services marketing / Adrian Payne - New York : Prentice Hall, c1993 - x, 253 pages : illustrations ; 23 cm. - The Essence of management series .
Includes bibliographical references (p. 246-248) and index.
Contents: 1 The nature of services marketing -- 2 Services marketing and relationship marketing -- 3 Developing an effective mission -- 4 Services market segmentation -- 5 Positioning and differentiation of services -- 6 The services marketing mix -- 7 Marketing plans for services -- 8 The customer-focused service organization
English
013284852X [paperback]
92033438
Service industries--Marketing.