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Overview
Services Marketing and Management provides an in-depth consideration of how services are conceptualized, designed and managed, creating the basis for a clear understanding of the multi-dimensional aspects of services.
Unlike many textbooks on services marketing this book puts services management and delivery in context. Firstly, it explores the effect of organizational structures, management styles, internal marketing and management competencies on service management decision making and implementation. Secondly, Services Marketing and Management considers detailed examples of not-for-profit and for-profit service organizations and service delivery.
Finally, this text addresses contemporary issues for services managers and speculates on some of the challenges for the future of services marketing.
This textbook is designed for postgraduate and MBA students of services management and services marketing courses as well as undergraduates.
Synopsis
Gilmore outlines history, origin, scope, and current concepts in the field of services marketing management, including specific examples from not-for-profit and for-profit organizations such as retail banking and tourism. The scholarly text meets the needs of students and practitioners in services management and related fields. Topics include evaluation and measurement of services, organizational influences, internal marketing, management styles and emphasis, contemporary issues, and the future of services marketing management. Annotation ©2003 Book News, Inc., Portland, OR