Title The essence of services marketing / Adrian Payne

Published New York : Prentice Hall, 1993

Copies

Location	Call no.	Vol.	Availability
MELB	658.8 Pay/Eos		AVAILABLE

Description x, 253 pages : illustrations ; 23 cm Series Essence of management series Essence of management series. Contents 1. The nature of services marketing -- 2. Services marketing and relationship marketing -- 3. Developing an effective service 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 Summary Relationship marketing Mission statement Market segmentation Analysis Service industries Marketing Bibliography Includes bibliographical references (pages 246-248) and index Subject Marketing. Service industries -- Marketing. Author Payne, Adrian. LC no. 92033438 ISBN 013284852X

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