- Paperback: 736 pages
- Publisher: Financial Times/ Prentice Hall; 1 edition (11 Mar 1999)
- Language English
- ISBN-10: 013095991X
- ISBN-13: 978-0130959911
- Product Dimensions: 24.4 x 18.8 x 3.3 cm
- Average Customer Review: 4.7 out of 5 stars See all reviews (3 customer reviews)
- Amazon Bestsellers Rank: 926,692 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Description
Product Description
Offering a truly European approach, this readable and accessible text links conceptual frameworks and research findings to real-world marketing issues as they relate to both consumer and business-to-business services. Recognising that not all services are alike, the authors stress the importance of understanding the characteristics of different types of service organisation and then tailoring marketing goals and strategies accordingly. Targeted at both students and practitioners, the book combines 16 chapters of text, readings drawn from important European and American publications, and a selection of interesting modern cases, several of which have received international awards.
From the Back Cover
Services marketing, once a tiny academic field championed by just a handful of pioneering professors, has become a thriving area of activity. Paralleling growing research efforts in both academia and business is increased student interest in taking courses that focus on different aspects of managing service organizations, including marketing. This makes a lot of sense from a career standpoint, since most business school graduates will be going to work in service industries and managers report that manufacturing-based models of business practice are not always useful to them.
Distinguishing Features of Services Marketing, Fourth Edition
This highly readable book includes
- a strong managerial orientation and strategic focus
- use of conceptual frameworks that have been classroom tested for relevance to both MBA students and executive seminar participants
- incorporation of key academic research findings
- use of interesting examples to link theory to practice
- inclusion of carefully selected readings and cases to accompany the text chapters
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Most Helpful Customer Reviews
4.0 out of 5 stars
Good and clear communication of the concept,
By
This review is from: Services Marketing (Prentice-Hall Series in Marketing) (Hardcover)
A must for all those interested in what is now a major part of most economies - Services.
The authors cover the issues involved in Marketing services in a clear and lucid manner with lots of case histories. Whether studying, wanting to understand the subject or looking to improve on your services business offering, this book is highly recommended.
4 of 7 people found the following review helpful:
5.0 out of 5 stars
Services Marketing,
By Thorng Sarika (Cambodia) - See all my reviews
This review is from: Services Marketing: People, Technology, Strategy (Hardcover)
CAUSE OBJECTIVES:- To explain the real difference between goods and services and illustrate the fundamentals of services marketing. I. Understanding services Service Economy: • Service account for 60% or more of western countries economy. - Perishability
2 of 4 people found the following review helpful:
5.0 out of 5 stars
a must-book for marketers,
By s_zuhriddin@hotmail.com (Tashkent, Uzbekistan) - See all my reviews
This review is from: Services Marketing: European Perspectives (Paperback)
A nice book which helps to undersatsnd insights of service marketing. It assisted me in developing my business and attract more customers. I recommend this book to those who want to succeed in service business.
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