Services marketing

people, technology, strategy by Christopher H. Lovelock

Publisher: Prentice Hall in Boston

Written in English
Published: Downloads: 681
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Subjects:

  • Marketing -- Management,
  • Professions -- Marketing,
  • Service industries -- Marketing,
  • Customer services -- Marketing

Edition Notes

Includes index.

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Services marketing by Christopher H. Lovelock Download PDF EPUB FB2

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We are industry leaders with a long track record of success working on more than 3, books since our founding in Services Marketing. This note covers the following topics: Service economy and the nature of services, Assessing business opportunities, Buyer behaviour, Understanding customer requirements, Quality management, Service design and development, Marketing communications, Service delivery channels, Brand management.

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But to reach the most likely audience who will buy your book, a template approach may not work. Unit 1 MARKETING OF SERVICES – Service is the action of doing something for someone or something. It is largely intangible (i.e.

not material). A product is tangible (i.e. material) since you can touch it and own it. A service tends to be an experience that is consumed at the point where it is. Services marketing is a specialised branch of marketing. Services marketing emerged as a separate field of study in the early s, following the recognition that the unique characteristics of services required different strategies compared with the marketing of physical goods.

Services marketing typically refers to both business to consumer (B2C) and business-to-business (B2B) services, and.

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