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.
Зміст
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?
Про автора
Professor of services marketing
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