The Marketing of Services

Fülszöveg

The service sector of the economy (from retaiting to airiines, freight forwarding to information services, sport and leisure to advertising) is a fieid of growing interest to marketing teachers, researchers and practitioners. This book presents in an introductory and structured way somé of the current thinking and ideas relating tothe marketing of these services. Most marketing textbooks concentrate on the marketing of tangible rather than intangibte products. This is the first text to apply and adapt current ideas in marketing, deveioped for a product-orientated markét. It is in 4 parts: Part 1 is an introduction to the service economy and deals with problems in defining services; Part2 shows the development of a marketing programme and chapters cover marketing research, strategy and each element of the marketing míx, Part 3 deals with special aspects of service marketing - international marketing, competition policy, consumer protection and problems of productivity measurement in... Tovább

Fülszöveg

The service sector of the economy (from retaiting to airiines, freight forwarding to information services, sport and leisure to advertising) is a fieid of growing interest to marketing teachers, researchers and practitioners. This book presents in an introductory and structured way somé of the current thinking and ideas relating tothe marketing of these services. Most marketing textbooks concentrate on the marketing of tangible rather than intangibte products. This is the first text to apply and adapt current ideas in marketing, deveioped for a product-orientated markét. It is in 4 parts: Part 1 is an introduction to the service economy and deals with problems in defining services; Part2 shows the development of a marketing programme and chapters cover marketing research, strategy and each element of the marketing míx, Part 3 deals with special aspects of service marketing - international marketing, competition policy, consumer protection and problems of productivity measurement in services; Part 4 examines the future of services in economy. The book is intended for students of business, management and marketing who are interested in organizations that markét services rather than goods, specifically those who havealready takén an introductory course in marketing management (at BTEC, undergraduate, postgraduate or diploma level). It will alsó be of generál interest to practitioners, in all service industries, who are responsible for marketing (e.g. those ín accountancy, law, tourism, hotels, banking, insurance, fináncé, transport, government services, communications, retailing, airiines, leisure, etc.) Donald Cowell, a graduate of the University of Leeds, worked in the Engineering industry before undertaking postgraduate management work, specializing in marketing, atthe University of Bradford Management Centre. He was Senior Lecturer in Marketing in the Department of Management Studies at Loughborough University where he specialized in the teaching of marketing managment at undergraduate, postgraduate and post-experience levels and is currently Professor of Marketing and Dean of the Business School at Plymouth Polytechnic. His present research interests include the marketing of services. Vissza