The Essence of Services Marketing
- ISBN-10
- 013284852X
- ISBN-13
- 9780132848527
- Category
- Marketing
- Pages
- 253
- Language
- English
- Published
- 1993
- Publisher
- Pearson P T R
- Author
- Adrian Payne
Description
In order that a service business can survive in today's ever more competitive business environment, it is vital that they develop and implement highly effective marketing strategies. This text explains the key concepts in marketing as they relate to services marketing. It discusses the marketing plan and the development of a customer-focused and marketing-orientated culture, and includes many real-life examples.
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