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.
|Edition description:||First Edition|
|Product dimensions:||6.69(w) x 9.53(h) x (d)|
About the Author
Professor of services marketing
Table of Contents
PART ONE: UNDERLYING THEMESUnderpinning Concepts of Services Marketing ManagementEvaluation and Measurements of ServicesPART TWO: MANAGING SERVICESServices Marketing in Specific Contexts The For-Profit SectorServices Marketing in Specific Contexts The Not-For-Profit SectorOrganizational Influences on Services ManagementManagement Styles and Emphasis for Services MarketingInternal Marketing in Service OrganizationsManagement Competencies for Services MarketingPART THREE: SERVICE MANAGEMENT ISSUESContemporary Issues in Services MarketingService Marketing Management What Does the Future Hold?