The Essence of Services Marketing.

Payne, Adrian.

The Essence of Services Marketing. - New Delhi: Prentice-Hall of India, 1993. - x, 253 p.: illustration.

Including Index.

The nature of services marketing.--
Services marketing and relationship marketing.--
Developing an effective service mission.--
Services market segmentation.--
Positioning and differentiation of services.--
The services marketing mix.--
Marketing plans for services.--
The customer-focused service organization.--
Further reading.--
Index.

Relationship marketing Mission statement Market segmentation.

9788120309142 8120309146 9780132848527 013284852X


Service industries -- Marketing.
Marketing.
Business Management.

658.8 / PAY

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