Audrey Gilmore 
Services Marketing and Management [EPUB ebook] 

Services Marketing and Management provides an in-depth consideration of how services are conceptualized, designed and managed, creating the basis for a clear understanding of the multi-dimensional aspects of services.

Unlike many textbooks on services marketing this book puts services management and delivery in context. Firstly, it explores the effect of organizational structures, management styles, internal marketing and management competencies on service management decision making and implementation. Secondly, Services Marketing and Management considers detailed examples of not-for-profit and for-profit service organizations and service delivery.

Finally, this text addresses contemporary issues for services managers and speculates on some of the challenges for the future of services marketing.

This textbook is designed for postgraduate and MBA students of services management and services marketing courses as well as undergraduates.

Содержание

PART ONE: UNDERLYING THEMES

Underpinning Concepts of Services Marketing Management

Evaluation and Measurements of Services

PART TWO: MANAGING SERVICES

Services Marketing in Specific Contexts

The For-Profit Sector

Services Marketing in Specific Contexts

The Not-For-Profit Sector

Organizational Influences on Services Management

Management Styles and Emphasis for Services Marketing

Internal Marketing in Service Organizations

Management Competencies for Services Marketing

PART THREE: SERVICE MANAGEMENT ISSUES

Contemporary Issues in Services Marketing

Service Marketing Management

What Does the Future Hold?

Об авторе

Professor of services marketing