Essentials of Service Marketing

Author: A. Payne
Publisher:
Publish Date: 2003-01-01
Features: With the emergence of competition, the service-based economy has gradually taken the dominant position. How can a company establish a unique image in the market, differentiate its products, and build an outstanding reputation? How can it provide more attractive services than its competitors? After reading this book, you will find the answers. The book reviews the essence, composition, and mix of service marketing, introduces the core tasks of service marketing, including formulating effective service mission statements, service market segmentation, and service positioning, reveals the elements within the service marketing mix and their interrelationships, and points out the two main challenges faced by service marketers—developing an integrated marketing plan and cultivating a customer-focused and marketing-oriented service culture. This book provides a framework for business managers to manage effectively from a marketing perspective, serving as a valuable read for university and college management students, MBA students, researchers, and professionals in business and administrative management.