TY  - BOOK
AU  - Payne,Adrian
TI  - The essence of services marketing
SN  - 013284852X [paperback]
PY  - 1993///
CY  - New York
PB  - Prentice Hall
KW  - Service industries
KW  - Marketing
N1  - 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
ER  -