Services Marketing and Management

Services Marketing and Management

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This text provides an overview of the characteristics and underlying principles of delivering services in today's marketplace, and places these issues in the context of the frameworks and activities of various types of organization, such as financial services, tourism, charities and museums.CONCEPTUALIZING THE SERVICE MARKETING MIX Given the differentiating characteristics of services, the concept of the marketing mix or overall offering is more complex for services marketing. Some consideration of what might beanbsp;...

Title:Services Marketing and Management
Author:Audrey Gilmore
Publisher:SAGE - 2003-06-02


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