Begins with the core problem of service marketing; service quality and suggests how to learn what you must improve, with examples of what works. Covers service marketing fundamentals; defining what business you really are in and what people really are buying, positioning your service, understanding customers and buying behaviour, and communicating.
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- PublisherCassell
- Publication date1999
- ISBN 10 0752821032
- ISBN 13 9780752821030
- BindingHardcover
- Number of pages272
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