Management and Marketing of Services

by Mudie,Peter

• ISBN13: 9780750635943
• ISBN10: 0750635940
• Edition: 2nd
• Format: Nonspecific Binding
• Copyright: 1999-07-13
• Publisher: Routledge

Summary

This second edition of The Management and Marketing of Services builds on the success of the first edition and now includes increased coverage of many key areas, extensive examples and case studies. this second edition looks closely at relationship marketing and public sector issues as well as providing expanded sections on: the definition of services, expectations, competitive advantage, pricing of services, segmentation/positioning of services, the service encounter and service employees. The Management and Marketing of Services is a highly accessible text ideal for practitioners and students looking for a comprehensive treatment of this subject area.

Author Biography

Angela Cottam is a lecturer in marketing at Napier University.

Table of Contents

Preface to the second edition	p. vii
Preface to the first edition	p. viii
Acknowledgements	p. ix
Introducing services	p. 1
The organizational setting	p. 26
Service design	p. 44
The service setting	p. 63
Service quality	p. 81
The service encounter	p. 109
Service employees	p. 132
Managing demand and supply	p. 159
Service communications	p. 189
Performance measurement	p. 215
Delivering satisfaction	p. 253
Monitoring and evaluating the service	p. 282
Index	p. 305
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