The essence of services marketing / Adrian Payne
Material type:
TextSeries: The Essence of management seriesPublisher: New York : Prentice Hall, c1993Description: x, 253 pages : illustrations ; 23 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 013284852X [paperback]Subject(s): Service industries -- MarketingDDC classification: | Item type | Current location | Call number | Status | Date due | Barcode |
|---|---|---|---|---|---|
Book
|
658.8 P29 1993 (Browse shelf) | Available | 3UCBL000016324 |
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
BSBA-Marketing Management
English
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