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Services Marketing covers: not-for-profit organisations: leisure services: tourism: internationalisation of services: financial services: professional services: charities.
List of contents
PART 1 THE DEVELOPMENT OF SERVICES MARKETING
1.Marketing - an introduction
2.Is services marketing different?
3.The Scope and range of services marketing
PART 2 ORGANISATION FOR SERVICES MARKETING
4.The role of marketing in the service organisation
5.Understanding the market
6.Services marketing management
7.Marketing planning for services
8.Internal marketing
9.Relationship marketing
10.Service quality
PART 3 THE SERVICES MARKETING MIX
11.Packaging the service product
12.Pricing the service
13.Promotion and Communications in services marketing
14.Services distribution planning
15.People - the fifth 'P': the role of the employee in services marketing
16.Process and physical evidence
PART 4 SPECIAL ASPECTS OF SERVICES MARKETING
17.Not-for-profit marketing
18.Leisure services marketing
19.Tourism marketing
20.Charities marketing
21.Financial services marketing
22.Professional services and marketing
23.The internationalisation of services
Summary
Services Marketing covers: not-for-profit organisations: leisure services: tourism: internationalisation of services: financial services: professional services: charities.
