TY  - BOOK
AU  - Payne, Adrian.
TI  - The Essence of Services Marketing
SN  - 9788120309142
U1  - 658.8 
PY  - 1993///
CY  - New Delhi
PB  - Prentice-Hall of India
KW  - Service industries -- Marketing
KW  - Marketing
KW  - Business Management
N1  - 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
N2  - Relationship marketing Mission statement Market segmentation
ER  -