Services Marketing (M & E Handbook Series)

By Helen Woodruffe

This text provides a comprehensive analysis of the development of services marketing theory and management within a practical manager-orientated framework. Issues such as service quality, internal marketing and relationship marketing are explored against a strategic marketing background. The services marketing mix is explained in detail and the book's focus extends to marketing research, marketing planning and marketing management.

• Format: Paperback
• Language: English
• ISBN: 0712110399
• ISBN13: 9780712110396
• Release Date: August 1995
• Publisher: Trans-Atlantic Publications
• Weight: 0.97 lbs.
• Dimensions: 6.3" x 9.1"